Fast enters Australia with Brisbane Lions, adds Predators deal

E-commerce company Fast has made its first inroads into the Australian sports market by agreeing a deal with AFL Aussie rules football team the Brisbane Lions, while it has also added the Nashville Predators to its portfolio of US partners.

Fast, which was founded by Brisbanite Domm Holland, will introduce its technology to the Gabba Stadium through its deal with the Lions. Fast provides a streamlined, one-click checkout service that allows fans to buy without the hassle of navigating through a complicated purchase process or repeatedly entering the same information.

Lions fans will be able to purchase the latest team merchandise with just one-click on shop.lions.com.au, thanks to the new partnership. Fast QR codes on digital screens and concourses throughout the Gabba (pictured) will enable fans to make instant purchases simply by scanning the codes with their mobile devices, either in-person or from their TV screens.

With Fast Checkout, this season’s 20-year-premiership anniversary guernsey will also be available during an exclusive pre-sale at the online store. “The Brisbane Lions are an iconic Australian sports club and even more so for a Brisbanite like myself,” said Holland, co-founder and CEO of Fast.

“I couldn’t be more excited to partner with this innovative, forward-thinking club to bring one-click and headless checkout to the Brisbane Lions online store and Gabba Stadium. Partnering with Fast will make it easier and faster for Lions fans to buy team merchandise.”

Lions CEO Greg Swann said the partnership would deliver the AFL’s best customer experience to the club’s fans. He added: “Our fans want to enjoy the games, not spend time in slow and complicated checkout processes and the partnership with Fast allows us to offer the world’s fastest checkout, through our online store and in the Gabba as well.

“We are proud to be the first Australian team to partner with Fast after their incredible success with major clubs in the US and UK.”

The Lions join the NBA’s Cleveland Cavaliers, NHL’s Tampa Bay Lightning and Premier League club Tottenham Hotspur as partners of Fast.

The Lightning’s NHL compatriot, the Predators, have also joined this group, partnering with Fast to upgrade the team’s e-commerce store, bringing one-click checkout for the first time to NashvilleLockerRoom.com.

Fast is also bringing fans the ability to make instant purchases in Bridgestone Arena by scanning new QR codes placed on the venue’s 17,000 seats. In addition, the Predators’ new Zamboni ice machine is being christened as ‘The World’s Fastest Zamboni’ and will be wrapped in QR codes allowing fans to quickly scan and purchase the ‘Fast Item of the Game’ such as team hats or jerseys.

Chris Junghans, Nashville Predators executive vice-president and chief revenue officer, said: “This type of technology aligns with our mission to provide the very best technology for our fans and our stakeholders. We believe we are just scraping the surface with Fast and its ability to build technology that serves Smashville is exciting.”

Image: Michael Coghlan/CC BY-SA 2.0/Edited for size