The next generation
of sports memorabilia

Recognising the 99% who aren’t at the game

Recognising True Fans

Being a true fan is a commitment, and sometimes a sacrifice. But the vast majority don't make it to the events - they walk away with nothing but memories of the moments they witnessed on screen.

TRACE recognises true fans, no matter where they are in the world, with free-to-claim digital memorabilia that marks those moments forever.

Mark every game, match or race with a collectible that captures what went down

Collect throughout the season to get credit for your commitment

Access merch and experiences for proven fans

Mark every game, match or race with a collectible that captures what went down

Collect throughout the season to get credit for your commitment

Access merch and experiences for proven fans

Mark every game, match or race with a collectible that captures what went down

Collect throughout the season to get credit for your commitment

Access merch and experiences for proven fans

For Sports IPs and Brand Sponsors who want to engage with fans

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.

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.

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Benefit for Sports IPs and Athletes

  • 5-10X 1st party data in your fan database

  • Amplify your direct-to-fan engagement program

  • Offer sponsors additional inventory with better measurability and ROI

  • Monetize through additional lines of merch for proven fans

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Benefits for Brand Sponsors

  • Address self-identified true fans

  • Bring fans to your offering in a connected digital experience

  • Improved campaign measurability and attribution

  • Competitive ROI with every other sponsorship medium

Proof of Concept

15k sign-ups and 16K+ Traces claimed across 4 race weekends. Take a look at what Trace built for F1 fans.

15K

Sign ups in 4 weeks

2-3 sessions

per week amongst repeat claimers

35%

repeat claim rate

60%

shared on social media

A team experienced in connecting culture and commerce

Channeling obsession to create enduring value is a special kind of alchemy. Together we have over 50 years experience in blending strategy, tech, and creative to amplify emotion and unlock commercial growth in sport and lifestyle.

Between us we’ve engaged millions of fans, sold gazillions of hype sneakers, democratised creativity and devised award-winning marketing campaigns.

Tareq Nazlawy

Co-founder / CEO

FORMER SENIOR DIRECTOR DIGITAL INNOVATION & GROWTH, ADIDAS

Tareq Nazlawy

Co-founder / CEO

FORMER SENIOR DIRECTOR DIGITAL INNOVATION & GROWTH, ADIDAS

Tareq Nazlawy

Co-founder / CEO

FORMER SENIOR DIRECTOR DIGITAL INNOVATION & GROWTH, ADIDAS

Warren Lewis

Co-founder / CCO

FORMER CREATIVE DIRECTOR, PUBLICIS POKE; SUPERUNION

Warren Lewis

Co-founder / CCO

FORMER CREATIVE DIRECTOR, PUBLICIS POKE; SUPERUNION

Warren Lewis

Co-founder / CCO

FORMER CREATIVE DIRECTOR, PUBLICIS POKE; SUPERUNION

Mathieu Mahoudeau

Founding member / CPO

FORMER HEAD OF PRODUCT, ELEMINT

Mathieu Mahoudeau

Founding member / CPO

FORMER HEAD OF PRODUCT, ELEMINT

Mathieu Mahoudeau

Founding member / CPO

FORMER HEAD OF PRODUCT, ELEMINT

David Pemsel

Chief Advisor

FORMER CEO, THE GUARDIAN; SCIENCE MAGIC STUDIOS; SCIENCE MAGIC INC

David Pemsel

Chief Advisor

FORMER CEO, THE GUARDIAN; SCIENCE MAGIC STUDIOS; SCIENCE MAGIC INC

David Pemsel

Chief Advisor

FORMER CEO, THE GUARDIAN; SCIENCE MAGIC STUDIOS; SCIENCE MAGIC INC

Let's talk