Italian club Benetton Treviso have broken new ground within the United Rugby Championship, by becoming the first club in the league to include player surnames on the back of the shirts. What in reality is quite a simple addition to the iconic green and white strip, the more traditionalist rugby supporters have not always been advocates to such decisions.
Previous inclusions of player names upon the backs of jerseys have proven to split the rugby fanbase in favour and against. The 2024 Guinness Six Nations saw all player surnames added to the back of the national team shirts, to make the sport more appealing to new fans who are getting to familiarise themselves with their new favourite players.
The decision received some backlash earlier this year, due to the immediate comparisons to football (soccer). The rugby mentality of ‘the number being enough’ was also brought into conversation, as the legends of the past never had their names printed upon the back of their jerseys. However, Benetton’s inclusion of their player’s names is just the tip of the ice burg, as they unleashed their 2024/25 kit, which includes a ‘NFC (Near Field Communication) Tag’.
This tag aims to revolutionise the way Benetton’s fans engage with the club, with a QR code-time system planted upon every official shirt. A statement from Benetton on the United Rugby Championship website explained the many features of this new and exciting piece of technology.
“Benetton Rugby is redefining the way it offers exclusive content to its audience, multiplying interaction opportunities. By simply bringing their smartphone close to the jersey, fans will be able to access interviews, behind-the-scenes videos, match highlights, ticketing, and much more.
“An integrated communication system based on an innovative “phy-gital” platform allows fans to enter a new, personalised digital environment, rich in exclusive content, curiosities, and special promotions planned throughout the year. The platform allows for dynamic NFC TAG programming over time and space, offering specific content or activating geolocated campaigns for users in specific areas.
“The project is part of a digital strategy aimed at providing fans with total immersion in the club’s universe, making them feel even closer to their favourite team while offering exclusive promotions.”