Fans to get photos on the backs of star players

Playing2: fans to be offered the chance to have their faces on players' shirt numbers
Playing2: fans to be offered the chance to have their faces on players' shirt numbers

Fans of Wayne Rooney and Jonny Wilkinson could have the chance to have images of their faces transposed onto the shirt numbers of their sporting heroes, courtesy of a novel marketing initiative.

The initiative is called Playing2 and is to be debuted in the UK next year, when the Welsh Rugby Union (WRU) will offer fans the chance to have their photos on their chosen shirt number during the RBS 6 Nations tournament.

Welsh players will have photos of fans on their numbers in matches against England and other competing nations.

The technology has been rolled out in Spanish football, where it is used by top clubs such as Sevilla.

Now sports marketing agency Essentially, part of Chime Communications, aims to roll the technology out further across rugby and into top-flight football.

Fans pay £20 for numbers one to 15, and £10 for numbers 16 to 22 for the images, which are just 3mm in size.

The money generated is likely to be split between the clubs and the sport shirt brands such as Nike and Adidas.

Follow John Reynolds on Twitter  @johnreynolds10

Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

Lynx tells men not to leave love to fate
HBO captures awkwardness of watching sex scenes with parents
Primark to open first US stores with Boston chosen as flagship location
Marketing spend on the up but a reality check is needed before celebrating
Top 10 ads of the week: Jackpotjoy and BT Broadband fend off Kevin Bacon
Lidl beats Tesco to 10m Facebook fans
Center Parcs ad banned for encouraging parents to take kids out of school
Coca-Cola, Cadbury and Amazon named top brands for targeting youth market
Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message