Trace, the technology startup on a mission to credentialise fandom, has appointed independent PR, digital and creative agency The PHA Group to a press office brief.
By helping sports teams, leagues, and sponsors engage and acquire their largely untapped fan base, Trace empowers organisations to connect with the 99% of fans who aren’t physically present at events.
Leveraging blockchain technology, Trace enables the creation of digital memorabilia that captures the passion and emotion of sports, offering fans a unique way to engage with their favourite teams.
Trace explains on its website: “ Most fans watch sport on a screen, leaving sports IPs and sponsors in the dark about who’s engaging and how to address and monetise them effectively. This costs both parties billions every year.
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“Trace is a B2B2C platform which helps IPs and sponsors turn unknown fans into an addressable audience. “Traces” are time-limited digital memorabilia which fans claim around sporting events – a ‘virtual ticket stub’ packaged in a storytelling asset which creates connective tissue. Fans get recognition, IPs get first party data and sponsors get targeted exposure to true fans with better ROI.”
The appointment sees The PHA Group managing the press office for the sports technology startup, which includes business and founder profiling, as well as partnership announcements.
Trace has partnered with the ATP Tour to launch Collect: It All Adds Up, a playable collection game that lets tennis fans celebrate their journey through the sport.
Each collectible marks a moment in a fan’s journey, building a personal timeline of their season and the moments they followed.
Tareq Nazlawy, CEO of Trace and a former adidas exec, said: “Trace was built on a singular idea: that being a true fan is worth recognising. It’s powerful, emotional, and deeply personal. Working with the team at PHA, I look forward to seeing what we can achieve together.”
Andy Corridan, account director at The PHA Group, added: “Sport has the unique ability to capture our imagination. By making these moments personal and shareable, Trace turns casual viewers into known, engaged fans that organisations and sponsors can build lasting relationships with. It is fantastic to be working with Tareq and team during what is a very exciting time in Trace’s journey.”
