July 20 – The cryptocurrency crash undoubtedly slowed the growth of blockchain-based sports marketing opportunities like Fan Tokens and NFTs but a new agreement between OneFootball and Italy’s Serie A is proof of life that the digital platforms could still come roaring back.
OneFootball has become the Official Video Moments Partner of Lega Serie A and will produce a series of digital collectibles built on the Flow blockchain. In old tech speak of at least a month ago, this is what would have been termed as NFTs.
OneFootball and Serie A go to great lengths in the press release not use the NFT term but instead talk about creating digital clips that provide “a multi-dimensional experience that takes them from real life into a new digital age.”
Essentially they mean NFTs made from clips taken from matches in Serie A, Coppa Italia and Supercoppa Italiana.
“This will include the best action, from attempts, saves, defending, assists, skills and special moments of gameplay, on top of plenty of goals and incredible fan moments,” said OneFootball.
More than 1,300 moments of live action will be created with fans able to buys packs on on OneFootball’s marketplace, Aera by OneFootball. The first product will be revealed on August 1 with the first drop scheduled for August 29.
Where this offer differs from ‘traditional’ NFTs is in the scale of the release. NFTs generally have a proscribed and limited number in the drop and hence their uniqueness and value is guaranteed against the security of the blockchain used to create them.
The Serie A/OneFootball deal suggests that there will no proscription to the volume of each drop and that there will be a price point that encourages multiple purchases of moments – more akin to collecting player cards.
Lucas von Cranach, CEO & Founder at OneFootball, said: “We’re creating an accessible experience for fans of Serie A – by being a true platform – they can own digital video moments through us and take them wherever they want – or nowhere – they are theirs to keep, in perpetuity. As part of the community, fans will get even more benefits as we expand our Web3 offering and launch even more products.”
From being almost commercially dormant with clubs and stadia stagnating in old school commercial thinking, Serie A has suddenly leapt into a polar-opposite commercial future, seemingly embracing whatever the latest big idea is that comes through the door.
Luigi De Siervo, Lega Serie A CEO, said: “Today marks the start of a new way for Italian clubs to connect with all our younger fans around the globe. Together with OneFootball, we put the fans first by bringing them incredible new experiences, this time digitally. We have the most prestigious league, the greatest clubs and the best supporters in the world.”
The last comment is a reminder that so does Spain’s LaLiga, the English Premier League, and Germany’s Bundesliga. One of them probably is/does in this man-measuring contest.
“Now we are bringing our global fan base the most cutting edge experience – something no-one has ever seen before in football. The upcoming season will again be filled with plenty of dramatic and exciting moments of match play and we can’t wait to offer those to our fans as digital video moments along with the most iconic archive footage from Serie A.”
If it looks like an NFT, is built like an NFT and is sold like an NFT, then – however you price it – it is probably an NFT. But for the moment let’s celebrate the wonderful new creation of a new, round, digital wheel. And more importantly lets get buying into it – Serie A and its under pressure chief exec needs the cash.
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