For the Love of the Sport

Digital memorabilia for true fans

Recognising True Fans

For too long, the commitment of sports fans around the world has gone unmarked. Not any more.

Being a true fan is a commitment, and sometimes a sacrifice. Yet most of the time, we walk away with nothing but memories of the moments we witness.

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

99% of global fanbases aren’t in the arena - most fans engage remotely in a fragmented digital landscape.

This leaves most sports IPs knowing a tiny fraction of their following, making it harder to reward, activate or monetize their most engaged fans, either directly or with sponsorship partners.

Trace is a B2B2C platform which helps IPs turn unknown fans into an addressable audience by giving them the recognition they deserve. “Traces” are collectible, time-limited digital memorabilia which fans claim around sporting events - like virtual ticket stubs and storytelling assets in one. These assets create a direct-to-fan connection, paving the way for merch, experiences and perks for proven fans.

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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 finely tuned team

Trace brings together a unique blend of expertise across digital innovation, creative engagement, sports technology, and strategic leadership.

With extensive experience in pioneering new business models, driving digital transformations and leveraging emerging technologies, our team have a deep understanding of how to connect with sports fans directly to enhance the overall fan experience, creating a new paradigm in fan engagement.

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

Head of Product

FORMER HEAD OF PRODUCT, ELEMINT

Mathieu

Head of Product

FORMER HEAD OF PRODUCT, ELEMINT

Mathieu

Head of Product

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