Kudos to Mashable for digging this up:
The Tampa bay lightning are selling jerseys with radio frequency chips in them:
“Season ticket holders scan the quarter-sized chip embedded in their jerseys’ right sleeve, they receive a 25% discount on all concessions and 35% on all merchandise purchased at the arena. Each chip also has a unique ID, allowing the team to track who buys what, which Lott says will allow the team to analyze the most effective future deals and promotions. And Lott says there are many more bonuses to come.”
How frigging cool is that?
TB has been to hell and back, what a cool owner thy have to bring that in. Brilliant!