Wednesday, July 27, 2022

By: Sport Industry Group

Global sports and entertainment creative agency Octagon has partnered with technology company Cisco to launch The Connected Scarf, a new project in support of its partnership with Manchester City and City Football Group.

Cisco is the official technology partner for five City Football Group (CFG) clubs - Manchester City, New York City FC, Melbourne City FC, Yokohama F. Marinos and Sichuan Jiuniu FC, as well as the women’s teams of Manchester City and Melbourne City FC.

Unit9, a global production and technology partner, also helped spearhead the initiative.

Octagon helped bring to life Cisco’s vision for The Connected Scarf, a wearable technology that helps monitor a fan’s emotional journey throughout a match, providing further insight into the interconnection between the club and its supporters.

Ashley Marusak, Global Sports Marketing Manager for Cisco, commented, “In our work with Manchester City over the past few years, we’ve continuously looked for ways to connect fans to the sport they love, on another level.

“The Connected Scarf is such an exciting project for us to pilot together, as we seek to better understand and measure the ups and downs of football fandom and how the game impacts supporters not only emotionally, but physically as well.”

The idea came to fruition over a period of four months. The sophisticated wearable is fitted with an open-source device of biometric sensors integrated into the fabric, anonymously capturing bio-signals coming from a series of skin conductance sensors.

The Connected Scarf is also able to accurately track and record fans’ emotional, physiological, and movement data throughout a match.

The sensors are also able to capture numerous data streams throughout the match, including heart rate, heart rate variability, respiration, oxygen saturation and hydration. It also tracks sympathetic nervous system responses that are driven by cognitive and emotional arousal. Movements, activity, gesture, rotation, and cardinal direction are also recorded, as is temperature, that can be used to assess health as well as emotional reactions.

Ryan Shaw, Creative Director at Octagon UK, added, “Being a fan of any club is an emotional rollercoaster. Thanks to the Connected Scarf we’re now able to understand the physiological emotions fans go through during a game.

“Creating this technology from scratch has been an incredible journey, there’s so much this scarf can teach us about fans and club culture, watch this space.”