Kieran Maguire can't believe 'suspicious' new Man City deal - 'I thought it was April Fools' Day'
Man City supporters may well be “suspicious” of the club’s bizarre new ‘smart scarf’ initiative.
That is the view of finance guru Kieran Maguire, speaking exclusively to Football Insider about the left-field commercial initiative.
City announced on Wednesday (27 July) that they have launched the Connected Smart Scarf as part of a sponsorship deal with Cisco.
The wearable technology will measure City fans’ biometric responses to in-game moments.
The scarf will be offered to selected fans from the beginning of 2022-23.
Maguire, who posits that the motivation behind the product is to gather consumer data, does not believe it will catch on.
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“Football clubs have huge numbers of supporters,” he told Football Insider’s Adam Williams.
“Each fan is a pile of zeroes and ones. They consist of a lot of data. Anything that can harvest more data from fans has got to have more value for the clubs.
“Clubs have been trying to find the key to Pandora’s box for the last 20 years. They want to convert fan data into additional revenues.
“It’s a curious one. When I read the story, I checked my calendar to make sure it wasn’t April Fools Day.
“I will be surprised if they sell many units. Fans might be suspicious.
“Also, what is the benefit of City mining this data if they are wearing these scarves on their daily commute or wherever? It would have to be in the stadium.”