As a Zwift user I would like to be able to spend my Drops to get a discount or promotional offer into a real world event such as a sportive or race.
Drops could be exchanged for a code that offers an incentive to a real world event such as early entry, discount on entry, access to a Zwift riders area, zwift branded event jersey.
There must be multiple ways that this could be mutually beneficial. Organisers get fitter riders at their events, Zwift attact users to the platform as an incentive to gain entry to events. Events which partner with Zwift get to advertise their event via Zwift. Riders get to take part in exclusive Zwift only offers.