Success Story: Jagiellonia Białystok, Jaga Token

TISA SUCCESS STORIES is a series of detailed case studies, diving deep into our clients’ digital transformation journeys.

In each issue, we’ll cover it all. Understanding the unique challenges each of our clients face; finding the best strategic and tech solutions; analysing the implementation process and achieved results; and most importantly – guiding them towards the top level of their digital maturity.

In today’s case study, dedicated to our latest Jaga Token created for Jagiellonia Białystok, one of the best football clubs in Poland, let’s look into:

• how blockchain technology revolutionises Jagiellonia’s operations;
• what unique products & services Jagiellonia offered to their fans;
• how CLUB TOKEN created a new fan engagement strategy.

Join us in the following success story and see how connecting business strategy, tech and sports helps our clients bring their digital game to the next level!

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CLIENT

Jagiellonia Białystok is one of the top football clubs in Poland based in the Podlaskie voivodeship. Jagiellonia strongly values the combination of tradition & innovation as they’ve been competing for the Polish championship for over 100 years. CLUB TOKEN, delivered by TISA at the beginning of 2021, serves as a club’s currency, which leads to enhancing and monetising fan engagement. 

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PROBLEM

Jagiellonia Białystok was looking for a solution that will appreciate their fans and compensate them for their inability to actively participate in the games due to the COVID-19 pandemic. Jagiellonia is known for having involved fans who are always willing to support their team.

Jagiellonia was struggling with short-term fan engagement strategy and its monetisation because of numerous restrictions imposed on sports events. In addition, the poor connection with their fans was caused by the pandemic, which led to closed stadiums and a drop in revenues from Match Days.

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SOLUTION

Jagiellonia’s “Jaga Token” is exchangeable for exclusive products and services that were previously unavailable to any of their supporters. The project covering CLUB TOKEN implementation is one of Jagiellonia Białystok’s steps to bring their fan experience to an entirely new level.

“I am glad that, together with TISA, we have made such a bold and innovative step forward in Polish football. We’ve already observed that implementing CLUB TOKENs allowed us to surprise our supporters with new products & services they always dreamed of purchasing. Jaga Token enhances fan engagement and provides our supporters with the technology they demand” – Wojciech Strzałkowski, Main Owner and Chairman of the Supervisory Board at Jagiellonia Białystok.

With CLUB TOKEN, Jagiellonia Białystok was able to bring their supporters closer to their club despite the “social distancing” policy. The packages they offered included services such as: 

• an online interview with a chosen player, 
• ‘FIFA 1 vs 1 game’ against their footballer, 
• or a unique jersey with the team members’ signatures. 

It was widely appreciated by the fans who were willing to buy CLUB TOKENs and exchange them for exclusive products and services.

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STRATEGY & TECHNOLOGY

Before we implemented CLUB TOKENs in Jagiellonia Białystok, we conducted business-oriented workshops to find the best use of Utility Tokens, which would help them in fulfilling the club’s strategic goals. Based on that, we prepared our solution and advised Jagiellonia on how to promote it in their community. 

The technology that we used to create an innovative CLUB TOKEN’s platform is based on blockchain and meets all the requirements for fans to carry out the transaction safely. The ability to possess CLUB TOKENs in the supporters’ wallets made them willing to actively engage in purchasing them. This solution is strictly connected to the CIAM technological product created by TISA – WICKET, which gathers all data and consents from the users.

A special marketplace has been established by TISA and located on Jagiellonia Białystok’s official website in order to enhance the supporters’ experience with CLUB TOKEN. The design team at hero/dot nailed the assignment, as the combination of modern visuals with traditional Jagiellonia’s colours & symbols showed fans the club’s dedication to meet their expectations.

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RESULTS

CLUB TOKEN allowed Jagiellonia Białystok to create an innovative fan engagement strategy adjusted to the new reality full of pandemic restrictions. As a result, supporters felt appreciated during the difficult times when they couldn’t attend the games in person. 

New demand was created and immediately satisfied among Jagiellonia Białystok’s fans. Direct monetisation of “Jaga Tokens” led to the new revenue stream created by the club from the Podlaskie voivodeship. Most importantly, the fan experience has been raised to a new level!

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FURTHER DEVELOPMENT

“Jaga Token”, in its current form, constitutes just one of many possibilities for Jagiellonia’s further digital development. CLUB TOKEN gives numerous opportunities to the sports clubs willing to run their loyalty programs, open crowdfunding campaigns, find new business partners or improve their ticketing system.