Fan Connect Insights — notes from the connected-product economy.
Long-form analysis on the regulation, technology, and strategy behind identified fan engagement. No newsletter, no thought-leadership theatre.
The EU has stopped brands destroying unsold clothing — what that means for kit and merch
From 19 July 2026, large companies can no longer destroy unsold apparel and footwear in the EU, and every business will have to disclose what it discards. Sports and music merchandise is unusually exposed. Here's the practical read.
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Sponsorship's proof problem: why exposure no longer sells
Sponsors used to buy reach and prestige. Now they arrive with a measurement framework and a finance director. Rights holders are rebuilding commercial teams around evidence — and the merchandise they already sell is the cheapest proof they own.
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SmartLinks and Zenith Coins partner to create connected sports collectibles
Premium coins. NFC technology. One tap to bring them to life. We've partnered with Zenith Coins — the UK's #1 sports coin manufacturer — to turn beautifully crafted collectibles into living digital experiences, starting with Scotland's return to the World Cup.
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EU Digital Product Passport in 2027: what brands shipping physical product need to know
The Digital Product Passport is the biggest regulatory shift to hit consumer goods this decade. Here's the practical version — what's required, who's affected, and what the smart brands are already doing with it.
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NFC vs QR for fan engagement: a practical comparison
Both work. Both have a place. But the real question isn't which to pick — it's where each one belongs. A working guide for anyone planning a connected merchandise or ticketing programme.
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