The peak of fan identity has always been the football shirt (the official replica, not a fake market one). You bought it, you wore it, and eventually, the sponsor's logo would peel off given enough washes. We see them all around the globe, but the jersey has been morphing into something new altogether – a technological key, and it's the first sign of future phygital fandom.
Ifeanyi Ibeh is a Social Media Manager, Multimedia Journalist, and Copywriter at Guardian Nigeria. He specializes in sports, sports business, and sports marketing, while also covering topics related to hospitality, leisure, automotive, and marketing. Ifeanyi's work has been featured in Guardian Nigeria, where he explores the intersections of sports merchandising and various industries.
