Digital Collectibles in European Sports Fandom

Digital Collectibles in European Sports Fandom


In European sports, digital collectibles have emerged as a game changer in allowing for higher levels of digital fan engagement. These collectibles work as a digital version of what many sports fans collected as children such as stickers or baseball cards. In Europe specifically, many teams have started to use digital collectibles or NFTs as a digital element to engage more deeply with their fans. The NFT technology has not only combined sports cards with fantasy gaming, but has also brought “digital and real life sporting moments for fans, footballers, and clubs across the globe” (Hayward, 2024). Clubs always will be searching for new innovative ways to connect with their fans digitally and work to experiment with new innovations. The NFT technology empowered by blockchain not only allows each fan with a sense of unique digital ownership, but also allows fans to be a deeper part of a team’s story. More recently, Mastercard has launched an NFT powered soccer Trivia game for the UEFA 2023-2024 Champions League Tournament. Mastercard’s long standing partnership with the UEFA league has always prioritized the experiences of the fans and the memories made through attending games and being a part of the community of teams. This new feature through the technology of NFT’s will allow the top player of the Trivia matches to win tickets to the Champions League final at Wembley Stadium in London. Fans will have the ability to obtain a free, “Mastercard x UEFA Champions League Pass” NFT that will give them access to the game. Beatrice Cornacchia, Mastercards Executive Vice President stated, “we know first hand the unwavering passion that football fans have for the game, so we’re excited to leverage our Web3 platform, Pass to Priceless, to put their knowledge to the ultimate test” (Mastercard, 2024). Digital ventures such as this one with Mastercard allow fans all around the world to stay engaged with their favorite clubs and fellow fans with exciting tangible rewards for their dedication to the game.

Hayward, Mia. "Sorare CEO Nicolas Julia Talks NFT Collectibles, the Future of Sorare, and Europe's Position in NFTs." EU Blockchain Forum, EU Blockchain Forum, URL.

Mastercard. "Mastercard Launches Its Web3 UEFA Champions League Trivia Competition." Mastercard Newsroom, Mastercard, 2024, https://www.mastercard.com/news/europe/en/newsroom/press-releases/en/2024/mastercard-launches-its-web3-uefa-champions-league-trivia-competition/ (https://www.mastercard.com/news/europe/en/newsroom/press-releases/en/2024/mastercard-launches-its-web3-uefa-champions-league-trivia-competition/).


    1.    What are some potential drawbacks of using blockchain technology for digital collectibles in sports?

    2.    What are some other innovations that could further enhance fan engagement in European sports?


Comments

  1. MJKMarch 10, 2024 at 6:45 PM

    I think it is very interesting that NFTs are becoming a part of sports (although I can't say I'm surprised), especially after the publicity that they have received in the last couple years. That being said, they are technically pretty worthless, as they are not actually a physical object, so it will be hard to put a price-tag on them if they get to that point in sports. I think they are extremely useful for things such as avoiding fake tickets, because each ticket could be its own individual NFT, which in theory would be impossible to replicate. Overall, I think as of right now they are useless as collectables, but are very useful as a security feature.

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  2. Anthony ArakelianMarch 11, 2024 at 6:24 AM

    Digital collectibles like NFTs are changing how fans interact with sports in Europe, making it more engaging by offering digital versions of traditional collectibles. With things like Mastercard's soccer trivia game for the UEFA Champions League, fans get unique digital items and can feel closer to their favorite teams. These digital steps offer fans new ways to connect and win real rewards, making their sports experience more interactive and fun.

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