Hugo Boss and Hahnenkamm

The Hahnenkamm Races, one of the most prestigious and challenging alpine skiing events, take place annually in Kitzbühel, Austria. In collaboration with Mastercard, Digiseq and BOSS, Payme Swiss introduced a groundbreaking, embedded multi-service payment experience via the innovative “Magic Moment” ski jacket, aligning with BOSS’s “Lead in Digital” pillar of their CLAIM 5 strategy.

The Hahnenkamm Races attract a highly exclusive audience, including elite athletes, VIP guests, industry leaders, and thousands of enthusiastic spectators, all of whom expect an elevated, seamless, and technology-driven event experience.

The challenge was to provide a sophisticated, efficient, and innovative solution that not only facilitated cashless transactions but also integrated access control, event engagement, and digital interaction into a single, easy-to-use platform.

Additionally, the solution needed to align with BOSS’s brand identity, ensuring a premium, stylish, and forward-thinking experience while maintaining the highest security and operational efficiency standards. The goal was to enhance convenience for attendees, reduce friction in payment and access procedures, and create a lasting, immersive brand connection that extended beyond the event itself

To address this challenge, Payme Swiss, collaborated with Mastercard, BOSS, Digiseq, and technology providers like SKIDATA and mtms, to develop the smart-enabled ski jacket.

Key features included:

• Guests could securely claim their jacket using a PIN, with authentication and product details easily accessible on their phone.
• Quick and seamless event entry was made possible through integration with access control partners.
• Daily activation enabled full access to the KitzSki resort via a real-time API.
• VIP guests had the opportunity to unlock a special gift or exclusive discount at the BOSS Pop-Up Store using their jacket.
• Each jacket came preloaded with €50.00, which could be used across the resort and anywhere Mastercard is accepted, with an option to upgrade for post-event use.
• A dynamic and interactive experience was available via NFC tap, offering access to event details, balance checks, and activation features.

The deployment of Payme Swiss’s payment technology at the Hahnenkamm Races significantly enhanced the guest experience. The integration of ticketing, access control, payments, and branded engagement into a single wearable item streamlined interactions and reduced friction for attendees.

VIP guests benefited from seamless ski pass activations, easy event entry, and exclusive gift redemptions, while brands gained valuable engagement insights through real-time monitoring. The successful implementation of this innovative payment and access solution highlights the future potential of embedded multi-service technology in premium events.