For decades, sports and entertainment organizations have relied on merchandise to help fans express who they are. Jerseys, hats, commemorative tickets, and limited-edition collectibles have long served as symbols of loyalty and belonging.

Financial institutions spend enormous amounts of time and resources creating premium customer experiences. Private banking clients receive dedicated relationship managers, customized financial strategies, and exclusive access to specialized services.

For years, industry experts have predicted the demise of the physical card.

The logic seemed sound. As digital wallets gained adoption, mobile payments became mainstream, and tokenization transformed the way consumers interact with financial and digital services, many assumed physical cards would eventually become obsolete