In recent months, the phenomenon of NFTs has increased? To reach the general public.
This access represents new opportunities for the sector, with the development of new tools to exploit the value of the sport, which for the vast majority existed before the pandemic, and which benefited from the capacity of spectators a? Entering a more connected world? and immaterial than before. Thus, the goal of Web 3.0 is to be a new asset for professional sports. SPORSORA, the reference organization for thinking about and influencing the development of sports economics, breaks down the topic, actors and trends and shares good practices.
Magali Tzenas de Montcel, General Delegate of Sporsura: “This SPORSORA discussion meeting is a sequence dedicated to decoding one of the seven market trends identified in the 2021/2022 Guide” Who are the Sports Business Experts? »: The emergence of virtualization driven by technology. While NFTs are a way to bring in new sources of revenue for rights holders, these new assets have other advantages, however, as they also allow for the creation of fan interaction around brands. Today this is a real challenge for our entire ecosystem: clubs, sports partners and competitions. »
Expert sound with Havas Play
Stefan Guerry, President and CEO of Havas Play:
“ We hear as much criticism about NFTs, cryptocurrencies, as at the time about the Internet or e-commerce. However, this phenomenon is made to last because where there is passion, there is potential. Especially when talking about unique and original property rights with a digital object. This gives value to the transaction of these intangible goods.
This phenomenon comes from the art world, as well as from social networks, with a penchant for speculation to be taken into account, it takes precedence in the world of sports.
The emergence of the metaverse (virtual world) will highlight these trends through a large number of applications and many sponsors, with fans at the center of strategic thinking. The actors are multiple: those that focus on the crypto transaction, those that handle the NFT transaction and those that handle the Fan Token transaction. These actors raise a lot of money and sign many partnerships in sports. The market started with Fan Token companies and then gradually increased the investments, estimated at 5 billion in 2025.
Two major players, the NBA and Sorare, popularized the NFTs with huge trading volumes, 16 million for “TopShot” and 500 million sales for Sorare. For the NBA, she worked with a forward-looking vision and the principle of scarcity that creates value. For Sorare, it works on the fantasy league model, with the Panini 3.0 card principle using the image of the players. The concept of gamification and the principle of “virtual/real” is essential, as players are directly involved in decisions.
Today this phenomenon affects all players in sports (athletes, clubs, federations, leagues). The beneficiaries should have a specific strategy according to their goals. The main question is figuring out what you want to do with your NFTs around 4 pillars: fan base, engagement, monetization and promotion; Knowing that the buyer profile consists of 4 types: collectors, speculators, communities and technology enthusiasts.
To make NFTs a powerful tool, it is necessary to ask the following questions before defining your strategy by selecting the right partners: What is the story, what is the benefit, what is the commitment, and what is gamification? »
One-on-one interview: The Blockchain Group
Charles Cramer: CEO of Blockchain XDEV
“NFTs are already a fundamental trend in the marketplace, but they are revolutionizing the relationship between a brand or club, with its audience, by creating a new kind of relationship. By giving value to what is essentially very illiquid. NFTs are a way to make those values liquid. In a totally personal way, in luxury, real estate and sports as well.In this field, in collaboration with Fan Live, we have launched Rugby Sorare with top 14 player cards, rare levels and fantasy gameplay as the Rugby World Cup France 2023 approaches.
NFTs drain many investors. Although there is a lot of hustle or bustle surrounding this fizz, I believe in its durability. We are only at the beginning, we must remember the bubbles around the Internet, or those of the technology sector. The market will be brought to stability.
Investors today are associated with the traditional market. You really have to ask yourself the question of what value you want to create based on the rights you have. »Roundtable: NFT, Cryptocurrencies, Blockchain: What Are the Opportunities for Sport?
Victoriano Melero, General Secretary of Paris Saint-Germain:
“At PSG, we have several types of partnerships around NFTs, cryptocurrencies and Blockchain. The first is a licensing agreement with Sorare. The second is through the NFT group that combines art and sports led by artist Ludo and aims to fund our endowment fund. The third is with Socios.com , with whom we issued fan codes. The latter, in care, with crypto.com.
We have many projects, and we are progressing little by little. Our philosophy is to always be on top, innovating according to the universe. We are expanding our products and activations in Web 3.0 with the parallel launch of new forms of use in this new world. Our goal is to have the most qualified fan base. This type of product is aimed at an international audience that creates an interaction with the club.
We have already launched several processes with Fan Token owners allowing them to participate, for example, in the selection of the claim on the captain’s armband, in the selection of stickers on the front of the pitch, in the selection of the FIFA22 jacket. Invite them to participate in this kind of thinking. We also hold contests and also “meet and greet” operations.
More than just advice, with Web 3 the sport has a unique opportunity, like the luxury industry, to create its own federation, and its own ecosystem to give users security. »
Florian Jacob, Director of FFTennis Offer & Activation Marketing:
The “Roland-Garros Game, Seat & Match”, which we revealed a few days ago, is a collection of 5,000 NFTs with unique designs that symbolically represent the lower grandstand seating of the Philippe-Chartrier Stadium. It is a long-term project with connections between the real and the virtual with benefits reserved for people using NFT (set up activities to win playability at Roland-Garros stadiums, backstage visits, discounts on our trade zones, tickets to the finals in 2023, winning match points played during the tournament with NFT certificates proving its authenticity, etc.).
We address the general public by developing a distinct ‘club’ concept. To serve the community, we launched a Discord server that brings together all the owners of our NFTs, in order to activate it year-round and rely on them to further develop this project.
Over time, the Roland-Garros brand and stadium live year-round with events such as boxing, music, fashion shows, and soon padillas and basketball. We want to present all of these events to our community in a special way via NFT. We open our doors to the masses, not just to tennis fans and we want our partners to participate, there is an acculturation process that needs to be done.
In this type of project, the important thing is to surround yourself well, to do well on marketing and communication for the union. »
Jean-Baptiste Eliot, CEO of Le Tremplin, Sport Tech incubator at Paris & Co:
With this phenomenon and this trend around NFTs and cryptocurrencies, there will be new classes of rights. This will depend on the rights holders’ strategy. The idea of ’benefit’ is important when launching your NFT: all the value behind the NFT must be taken into account because what this digital property right offers is essential for its successful adoption and activation.
The community and commitment associated with good storytelling and the idea of utility are the ingredients to best exploit the potential of this new market. The key questions are: What goals do you want to achieve with your NFTs? How can they create value for these goals? And we can also see it in the medium term, that is, how can they take back control of data collection and use?
The development of sports organizations is also necessary. The pandemic has speeded things up, and athletes are adopting a less conservative approach than in the past: “good to have” has become a “must”. We must constantly innovate, anticipate trends by adapting to organizations and patterns of governance. There is real real work but we see real desire from the sports sector in a learning phase.
There are inevitably bubbles and speculation about this kind of new phenomenon. In terms of Web 3.0, today we are like 1997-1998 with the Internet. There will be a lot of movement in this bubble, which will surely burst, but its technology will persist and continue to bring value. »
SPORSORA is the reference organization for thinking and influencing the development of sports economics thanks to the convergence of experiences and the influence of a committed collective network. Founded in 1994, SPORSORA has over 250 members (advertisers, agencies, rights holders, media, research and training institutes, etc.) Commissions and use of services and work in the public interest. www.sporsora.com