American Express and the Brooklyn Nets are teaming up to participate in a pilot program powered by Brooklyn eWallet that allows consumers to use their mobile devices to purchase food and drinks from their seats at Barclays Center events.

Consumers will be able to access the digital payment solution via the Brooklyn Nets mobile application. Brooklyn eWallet, which is enabled by the American Express Serve platform, will provide convenience, as well as offer digital content from American Express and the Nets team to increase user engagement on mobile.

“Brooklyn eWallet is ideal for our fans because they are tech-savvy and desire convenience,” said Josh Pruss, senior vice president of partnership marketing for the Brooklyn Nets and Barclays Center, New York. “It also serves as a great opportunity to engage fans with the Brooklyn Nets app.”

Mobile-enhanced arena
Barclays Center is the first National Basketball Association arena to integrate with a mobile wallet platform. The Brooklyn Nets have been making strides in enhancing mobile tactics, and have been leveraging beacon technology in conjunction with the mobile app to serve as an in-stadium guide for fans (see story).

Consumers wanting to use Brooklyn eWallet may access it through the Brooklyn Nets mobile app and add a funding source via the “card snap” function. They will then snap of a photo of a credit, charge, prepaid or debit card to use within the app.

“We think that providing this frictionless payment experience along with engaging content in the app will be welcome by fans seeking ways to have the best in-venue sports and entertainment experience,” said Joanna Lambert, senior vice president of product strategy & development, enterprise growth at American Express, New York.

Up to 10 cards from any company may be stored in the eWallet. Once a fan locates a concession stand at Barclays Center that he or she would like to purchase from, the guest must select the “Make a Purchase” capability to open the scanner for QR codes.

The guest may then scan the QR code presented by the vendor with the mobile camera.

“When American Express approached us about building a mobile wallet program, we thought it was a great fit for our customers,” Mr. Pruss said. “Barclays Center has state-of-the-art technology so launching Brooklyn eWallet is a natural next step as we continue to enhance our customer experience.”

All-inclusive app
The Brooklyn Nets app, which is available for free on iPhone and Android platforms, leverages a variety of statistics, news, social media and interactive content to resonate with users. Fans can view live game scores, browse through team rosters and receive ticket information directly within the app.

The app is also integrated with the Brooklyn Nets Instagram and Twitter feeds, and offers fans an opportunity to submit a message to the scoreboard during games at Barclays Center. Users can also sign up to receive customized push notifications to ensure they do not miss any game days.

American Express and the NBA have teamed up in the past to offer digitally-savvy content to consumers with the “Home Court Advantage,” a digital site that offers custom league content, interviews with players and social media posts related to top moments in games.

“American Express and Barclays Center share a similar commitment to digital technology, customer service and enhancing the fan experience,” Ms. Lambert said. “This made them the right partner to launch the eWallet as we look to redefine the ways that fans connect and experience events.

“In addition, Brooklyn eWallet supports a larger initiative between American Express and the NBA that lets American Express serve basketball fans unique content all season long by providing stories, benefits, and experiences that deepen their love of the game.”

With the vast amounts of fans that visit Barclays Center during sporting games and other events, using mobile to personalize fans’ experiences is an optimal strategy.

“Mobile strategy is very important when it comes to engaging fans,” Mr. Pruss said. “We have a very fan-first approach to everything we do and that’s how we’re going to keep our guests coming back.”

Final Take
Alex Samuely is an editorial assistant on Mobile Commerce Daily, New York