Trace, the technology startup on a mission to credentialise fandom, has appointed leading independent PR, digital and creative agency, The PHA Group, for a press office brief.
By helping sports teams, leagues, and sponsors engage and acquire their largely untapped fan base, Trace empowers organisations to connect with the 99% of fans who aren’t physically present at events.
Leveraging blockchain technology, Trace enables the creation of digital memorabilia that captures the passion and emotion of sports, offering fans a unique way to engage with their favourite teams.
The appointment sees The PHA Group managing the press office for the sports technology startup, which includes business and founder profiling, as well as partnership announcements.
Tareq Nazlawy, Ceo Of Trace
Trace has partnered with the ATP Tour to launch Collect: It All Adds Up, a playable collection game that lets tennis fans celebrate their journey through the sport.
Each collectible marks a moment in a fan’s journey, building a personal timeline of their season and the moments they followed.
Tareq Nazlawy, CEO of Trace and a former adidas exec, said: “Trace was built on a singular idea: that being a true fan is worth recognising. It’s powerful, emotional, and deeply personal. Working with the team at PHA, I look forward to seeing what we can achieve together.”
Andy Corridan, Account Director at The PHA Group, added: “Sport has the unique ability to capture our imagination. By making these moments personal and shareable, Trace turns casual viewers into known, engaged fans that organisations and sponsors can build lasting relationships with. It is fantastic to be working with Tareq and team during what is a very exciting time in Trace’s journey.”