World renowned football clubs, constantly looking for new ways to connect with their fans, became the first brands to recognise the potential of tokenising themselves. Offering fans the opportunity to buy exclusive crypto tokens that rise in value, they also give them voting rights and unique content, actually making fans shareholders. It’s clearly a win-win situation: fans feel more involved, clubs get monetisation opportunities while the NFT industry in general gets closer to mass adoption and popularization. As for the reasons to buy, most fans purchase tokens not only to make a profit but also for the side benefits, such as votes on small decisions like what song to play over the stadium during the match, or entry into a draw to win merch.
The first Premier League club to launch a range of NFTs in 2021 was Manchester City; however, it had pretty little effect on public consciousness. The club released more than 60 NFTs with a total worth over £180,000. In October 2021, AC Milan launched NFT campaigns where NFTs acted as ‘loyalty pass’ to exclusive rewards and experiences through the digital platform. One has to have at least 10 AC Milan fan tokens, which cost more than £60 in order to own one of these NFTs.
FC Rangers crafted 1,111 unique digital items of mementos, so that devoted fans can own a piece of Rangers club history. By turning them into NFTs, all fans will be able to securely own this iconic collection knowing that the art they are purchasing is truly one of a kind and that they are the only people in the world who own it.