The New England Patriots are celebrating a “diy” registry, with a new website that offers gift cards, car insurance and other options.
The registry is designed to attract young adults, according to the team.
“We know that the more people who are online, the more likely they are to shop and find a product or service that’s relevant and meaningful,” said Brian Guglielmi, vice president of marketing and communications for the Patriots.
The website is the latest example of the team’s efforts to reach a new generation of fans, including an effort that launched in the summer of 2015 to give out gift cards to the fans who made it into the team during the preseason.
Guglielfi said the team has seen a spike in online activity since the opening of the store.
“There’s a sense that the team is making an effort to make a statement to young people who maybe haven’t seen the team in quite some time,” he said.
The team is also planning to offer its first ever official gift card, with $100 worth of gift cards available to purchase through the website, starting at $100 per person.
It’s an effort Guglini said has been a long time coming, and one that he hopes the team can continue to leverage as the franchise continues to expand.
“It’s really fun to see the fans in the stands come out and have fun,” he added.
“It’s fun to watch the team.”