The Rise of Web3 Partnerships in Sports

1. Introduction: The Digital Transformation of Sports Sponsorship

1.1. The Evolving Landscape of Sports Marketing

The global sports marketing landscape is undergoing a real transformation, driven by rapid technological advancements and shifting consumer behaviours. Traditional sponsorship models, primarily focused on brand visibility through static advertising, are being challenged by an increasing demand for more immersive, interactive and personalised fan experiences.

Younger demographics, in particular, are digitally native and expect engagement that transcends passive consumption, creating a fertile ground for the integration of cutting-edge digital innovations. This paradigm shift necessitates that sports organisations and brands re-evaluate their engagement strategies to remain relevant and competitive in an increasingly fragmented media environment.

The evolution of digital platforms and the proliferation of online communities have set the stage for a new era of commercial partnerships, where verifiable digital ownership and decentralised interactions are becoming central to value creation.

1.2. The Emergence of Digital Assets in Commercial Partnerships

The advent of cryptocurrencies, digital collectibles including Non-Fungible Tokens (NFTs) and the broader Web3 ecosystem marks a significant shift in commercial partnerships within sports. This shift moves beyond mere digital presence to verifiable digital ownership and decentralised interaction, fundamentally altering how value is perceived, exchanged and managed. Unlike traditional digital content, which can be infinitely copied, Web3 technologies enable the creation of unique, scarce digital assets with permanent proof of ownership. This capability allows for novel forms of fan engagement, monetisation and intellectual property management, redefining the relationship between sports entities, brands and their global audiences.

The transition from traditional “eyeball” metrics to “engagement” and “ownership” metrics in sports sponsorship represents a fundamental change driven by digital assets. Historically, sponsorships primarily focused on maximising brand visibility and reach, measured by passive exposure to a large audience. However, Web3, through technologies like NFTs and fan tokens, allows for direct fan participation, the ownership of unique digital assets and the formation of vibrant online communities. This implies that the value proposition for sponsors is no longer solely about passive exposure; it now encompasses active, measurable engagement and the cultivation of a loyal, invested digital community. This deeper, more interactive connection can lead to more resilient and valuable partnerships, as fans become active participants and even stakeholders rather than just consumers.

2. Foundational Concepts: Demystifying Crypto, NFTs and Web3

2.1. Cryptocurrency

Cryptocurrencies are digital currencies secured by cryptography, operating on decentralised systems known as blockchains rather than being controlled by a centralised bank or government.³¹ Transactions are verified and records are maintained by a distributed network, ensuring transparency and security. Key examples of cryptocurrencies frequently used in the digital asset space include Ethereum (ETH/WETH), AVAX, USDC, KLAY and DAI.³¹

From a commercial perspective, cryptocurrencies serve as the primary medium of exchange within the broader Web3 ecosystem. They facilitate transactions for Non-Fungible Tokens (NFTs) and power decentralised applications (dApps). Their global portability means they can be easily transferred across borders without traditional banking intermediaries and their potential for long-term growth makes them attractive for both payments and investments.³² This characteristic offers a distinct advantage for international sports sponsorships, enabling seamless cross-border transactions and potentially offering a hedge against inflation for athletes and organisations who choose to receive payments in these digital assets.³²

2.2. Non-fungible tokens (NFTs)

Non-Fungible Tokens (NFTs) are unique, digital items whose ownership is managed and verified on a blockchain. The defining characteristic of an NFT is its non-fungibility, meaning it is one-of-a-kind and cannot be replaced by an identical unit.³¹ In contrast, fungible tokens, like standard cryptocurrencies, are interchangeable. Examples of NFTs span a wide array of digital assets, including digital art, collectibles, virtual reality items, crypto domain names and even ownership records for physical assets.³¹

The creation of NFTs typically adheres to specific technical standards. The ERC-721 token standard enables the creation of “1 of 1” NFTs, where each item is entirely unique with only one copy. Conversely, the ERC-1155 standard allows for the creation of “semi-fungible” NFTs, which can have multiple copies of the same digital item.³¹

NFTs are hugely important in the sports industry. They enable verifiable digital ownership, which creates inherent scarcity and authenticity for digital assets. This is crucial for intellectual property (IP) management, as NFTs provide a robust framework for managing and protecting digital assets uniquely and securely.¹⁰ For sports, this translates into new forms of merchandise and collectibles, such as tokenised iconic moments, player archives and limited-edition digital art, offering fans a novel way to own a piece of sports history and deepen their connection with teams and athletes.³⁴ The blockchain’s transparent and immutable ledger records every transaction, ensuring authenticity and traceability back to the origin of the digital asset.¹⁰

2.3. Web3 Ecosystem

Web3 represents the next generation of the internet, conceptualised as a decentralised online ecosystem built upon blockchain technology. Its core premise is to shift power and control from centralised entities, such as large corporations, towards individual users and communities.³¹ This decentralisation aims to give users greater transparency, security and control.

The Web3 ecosystem is underpinned by several key components:

• Blockchain: At its heart, a blockchain is a digitally distributed ledger that facilitates the process of recording transactions and information across a network. It functions as a decentralised or distributed database, ensuring that records are unchangeable and transparent.¹⁰
• Crypto Wallet: This is an application or hardware device that allows individuals to securely store and retrieve their digital items, including cryptocurrencies and NFTs.³¹ It acts as a gateway for users to interact with the Web3 environment.
• dApp (Decentralised Application): A dApp is a blockchain-integrated website that requires users to connect and approve all transactions with their crypto wallet signature. Examples include NFT marketplaces like OpenSea or decentralised exchanges like Uniswap.³¹
• DAO (Decentralised Autonomous Organisation): A DAO is an organisation within Web3 that operates without a centralised governing body. Instead, decisions are made by its members or token holders through a voting mechanism, embodying the principle of collective governance.³¹
• DeFi (Decentralised Finance): DeFi describes peer-to-peer financial services built on blockchains. It enables open markets for lending, borrowing and trading, bypassing traditional financial intermediaries.³¹
• Smart contracts: These are self-executing digital contracts with the terms of the agreement directly written into code. Once predefined conditions are met, such as specific performance metrics or appearances, the smart contract automatically triggers payment or other agreed actions. This automation reduces the need for manual verification and minimises disputes, enhancing efficiency and trust.¹⁰

The commercial relevance of the Web3 ecosystem for sports is transformative. It facilitates entirely new business models, significantly enhances transparency, strengthens security and improves operational efficiency across various aspects of the industry. Moreover, it empowers greater fan and athlete participation in commercial ventures, moving beyond traditional passive consumption to active engagement and even co-ownership.⁹ This framework allows sports organisations to streamline administrative processes, protect sensitive data and offer fans a direct voice in club decisions, thereby deepening connections and unlocking novel revenue streams.

The coming together of these core technologies – cryptocurrencies as the financial rails, NFTs as unique digital assets for ownership and loyalty and Web3 as the enabling decentralised infrastructure – creates a fertile ground for “experiential marketing” and the “co-creation of value” in sports, extending far beyond traditional brand visibility.

3. The Commercial Landscape of Crypto and Web3 in Sports

3.1. Market size and growth trajectory

The crypto and Web3 sector has demonstrated remarkable resilience and growth in its engagement with the sports market. Crypto brands increased their sports sponsorship spend by a notable 20% year-on-year, reaching a substantial $565 million in the 2024/25 season.¹ This robust rebound follows a period often referred to as the “crypto winter” of 2022/23, during which spending dipped from a high watermark of $685 million.¹ The recovery indicates a renewed confidence and strategic commitment from digital asset companies towards sports partnerships.

The overall sports sponsorship market, specifically for blockchain companies, is projected to reach $5 billion by 2026.⁵ Furthermore, the broader blockchain in sports market is estimated to grow from $2.05 billion in 2024 to $10 billion by 2035, at a Compound Annual Growth Rate (CAGR) of approximately 15.48% from 2025 to 2035.³⁶ This signifies a sustained and substantial long-term investment trend.

The market’s resilience post-FTX collapse demonstrates that the underlying strategic value of sports partnerships for crypto brands often outweighs short-term market volatility. The “crypto winter” and high-profile collapses of entities like FTX and TerraLuna ² undoubtedly tested the stability and viability of these partnerships, leading to hundreds of millions of dollars’ worth of deals collapsing.² However, the subsequent rebound and continued growth in sponsorship spending indicate that crypto brands perceive a fundamental, long-term strategic benefit in aligning with sports properties. This benefit, encompassing aspects such as trust-building, global audience reach and market education, appears to transcend the inherent market cycles and speculative nature often associated with digital assets. This shows an industry that is growing, managing its risks, and using sports to gain mainstream acceptance and credibility.

3.2. Key players and investment patterns

The crypto sports sponsorship landscape is characterised by significant investment from a few dominant players. Crypto.com maintains its position as the industry’s largest spender, committing $213 million to sports deals in the ongoing season. This substantial expenditure includes landmark partnerships in the UEFA Champions League and Formula 1, solidifying its category leadership.¹

Following Crypto.com, Coinbase is the next largest spender at $80 million, with OKX investing $71 million and Gate.io allocating $53 million.³ Binance also features among the top spenders with $31 million.³ In total, the top ten crypto exchanges collectively spend over $539 million annually across global sports.³

A notable trend is the aggressive market entry of new players. Gate.io, for instance, rapidly escalated its sports sponsorship spend from $0 to $53 million within a mere 12 months. This aggressive expansion includes significant partnerships such as its first Formula 1 collaboration with Red Bull and a sleeve partnership with UEFA Champions League finalists Inter Milan.¹ This rapid deployment of capital shows a competitive drive to establish brand presence and market share.

The concentration of spending among a few major exchanges suggests a “land grab” phase where dominant players are actively consolidating market share and brand recognition, leveraging sports as a primary vehicle for mainstream adoption. The significant investment figures from a handful of major players like Crypto.com, Coinbase and OKX indicate that these established exchanges are strategically deploying their capital to rapidly build global brand recognition and build trust. This mirrors the historical approach of traditional financial institutions that have sponsored sports for decades to become household names. This competitive dynamic implies that smaller or newer players may face considerable challenges in competing on this scale, potentially leading to further market consolidation as the industry matures.

3.3. Sport-specific investment trends

An analysis of crypto sponsorship distribution reveals distinct preferences across different sports categories. Football (soccer) unequivocally remains the most popular sport for crypto exchanges, capturing the largest share of investment. In the 2024/25 season, football accounted for 43% of all crypto sports deals, with over $243 million paid out to organisations.³ This dominance is further evidenced by the fact that 20 of the 34 new crypto sponsorship deals were within the football sector.¹ A significant portion of these agreements, 44%, are concentrated within Europe’s top five leagues: England’s Premier League, Germany’s Bundesliga, Spain’s La Liga, Italy’s Serie A and France’s Ligue 1.³⁷

Formula 1 (F1) has also experienced a substantial upward trajectory in investment from crypto exchanges, securing the second-largest share at 28% of all crypto sports deals, amounting to $174 million annually.¹ The number of active crypto exchanges in F1 has increased from four to six in the past year.¹ F1’s appeal to crypto brands is largely attributed to its digitally-native and younger audience, with 42% of F1 fans being under the age of 35 and its immense global social media reach of 97 million followers across all platforms.³⁷ This demographic alignment makes F1 a strategic fit for crypto companies seeking to engage with tech-savvy audiences.

Beyond football and F1, basketball also attracts significant investment, accounting for 18% of crypto sports deals.³⁷ Esports is identified as another emerging area for crypto sponsorships, primarily due to its inherently young, tech-savvy and digitally-native audience, which is highly receptive to new technologies.⁵

Geographically, the investment patterns highlight a global strategy. The majority of crypto sponsorship spending, approximately $448 million out of the total $565 million, is directed towards non-US teams, indicating a strong focus on international markets.³ North America, Europe and the Asia-Pacific (APAC) region are identified as key markets for blockchain integration in sports, reflecting diverse opportunities and varying levels of market maturity.³⁶ 

Table 3.2: Crypto Sponsorship Distribution by Sport (2024/25 Season)

This table is crucial for understanding where crypto brands are directing their sponsorship efforts. It allows professionals to identify which sports offer the most fertile ground for partnerships, whether their own sport is attracting significant investment and to benchmark against competitors. It highlights the strategic alignment between crypto brands and specific sports demographics, particularly the global appeal of football and the tech-savvy audience of F1.

3.4. Evolution of Sponsorship Assets

The engagement of crypto brands within sports has led to a significant change in the types of sponsorship assets acquired. Initially and still predominantly, crypto companies are securing traditional, high-visibility inventory. This includes prominent placements such as jersey logos, exemplified by Kraken’s sleeve sponsorship agreement with Tottenham Hotspur and Bitpanda’s deal with Paris Saint-Germain.³⁷ Other examples include Gate.io’s sleeve partnership with Inter Milan and Kraken’s deals with Atletico Madrid and RB Leipzig.¹ Furthermore, the acquisition of stadium naming rights, such as the Crypto.com Arena in Los Angeles, highlights the ambition of these brands to achieve pervasive brand recognition.⁵

A significant market dynamic impacting the evolution of sponsorship assets is regulatory shifts. The Premier League’s ban on betting companies purchasing front-of-shirt sponsorship, effective from the 2026/27 season, is expected to create substantial opportunities for crypto exchanges to become major buyers of this premium inventory.¹ This regulatory change is not merely a constraint but acts as a catalyst, redirecting significant sponsorship capital towards new categories like crypto, thereby accelerating their integration into mainstream sports marketing. The ban on betting companies for front-of-shirt sponsorship in the Premier League and similar bans in other European leagues ²⁶, creates a large, high-value void in the market for premium sponsorship assets. Crypto brands, with their deep pockets and global ambitions, are explicitly identified as the next likely major buyers to fill this space. This is not simply organic market growth; it represents a structural market shift where regulatory action in one sector directly creates a massive opportunity for another, fundamentally altering the competitive landscape for premium sponsorship assets and accelerating the legitimisation of crypto brands within the sports ecosystem.

Beyond traditional assets, partnerships also extend to innovative digital activations. Crypto brands are increasingly investing in immersive fan experiences within the metaverse, as demonstrated by OKX’s collaboration with Manchester City, which aims to familiarise fans with Web3 concepts using players like Jack Grealish.⁷ Digital collectible series, such as OKX’s ‘Fuel the Fan Experience with Web3’ campaign with McLaren Racing, bridge traditional motorsport fandom with the emerging digital landscape.⁷

Furthermore, fan tokens, pioneered by platforms like Socios.com in partnership with clubs like Paris Saint-Germain, enable new forms of fan engagement and community participation.⁵ Fan tokens are digital assets that let fans interact with their favourite sports teams, vote on club decisions, access exclusive content, and earn rewards. These digital assets and experiences represent a new frontier for sponsorship, offering deeper, more interactive connections with global fanbases.

4. Strategic Motivations for Web3 Brand Partnerships in Sports

4.1. For Crypto Brands and Platforms

Crypto brands and platforms sponsor sports not just for advertising, but to build their brand and grow their market.

One primary motivation is building trust and credibility. Aligning with respected and established sports organisations provides an “instant credibility” that is invaluable for emerging or rapidly evolving industries like crypto.⁴ This is particularly critical in markets where crypto adoption is still growing and where the industry’s reputation has been challenged by events like the “crypto winter” of 2022-2023.⁷ Partnering with a trusted sports entity helps to normalise crypto, making it appear more reliable and less speculative to a mainstream audience.

Another significant driver is global brand awareness and exposure. Sports, with their “massive global audiences, passionate communities and high visibility,” offer an unparalleled platform for crypto brands to amplify their presence worldwide.⁴ Many crypto brands are “born global,” and sports sponsorships provide an efficient means to reach diverse international markets simultaneously.¹ For instance, Formula 1’s global calendar, with activations across 24 Grand Prix events, offers extensive geographical reach and visibility.³⁷

Market education and adoption are also central to these strategies. Partnerships serve as a platform to educate audiences on emerging technologies and the practical utility of cryptocurrencies and Web3.⁴ CoinW, for example, explicitly states its mission to “democratise access to the crypto economy” and educate the public about the benefits and opportunities in the crypto space.¹⁴ This educational component is crucial for enabling broader acceptance and usage of digital assets.

Crypto brands also target specific demographics. Sports, particularly Formula 1, attract a digitally-native, younger fanbase, with 42% of F1 fans under the age of 35.³⁷ This demographic aligns perfectly with the target audience for crypto adoption, as younger generations are generally more receptive to new technologies and digital assets.⁴ Market research by Kraken, for example, revealed that over 75% of its core European audience are passionate football fans, showing the precision of these demographic alignments.³⁷

Finally, cultural alignment plays an important role. Crypto firms seek to associate themselves with sport’s inherent values of “passion, loyalty and community”.⁷ They also aim to align with attributes such as excellence, innovation and a winning mindset, as exemplified by CoinW’s partnership with Andrea Pirlo, which symbolises a “fusion of excellence and a shared winning mindset”.¹³ This emotional connection helps to humanise the brand and create deeper resonance with consumers.

The strategic pivot towards “education and utility” post-FTX collapse indicates a maturing approach by crypto brands, moving beyond speculative hype to focus on long-term value creation and user understanding. The initial wave of crypto sponsorships may have been primarily driven by pure brand awareness and capitalising on market hype. However, the “crypto winter” and associated scandals, such as the collapse of FTX ², forced a critical re-evaluation of these strategies. The subsequent emphasis on education and demonstrating the tangible utility of crypto products and services ⁴ suggests that crypto brands now understand that sustained growth and mainstream adoption require building genuine trust and showcasing real-world benefits to users, rather than merely flashing logos or relying on speculative interest. This change makes partnerships stronger and less affected by market ups and downs.

4.2. For Sports Entities (Teams, Leagues, Athletes)

For sports entities, engaging in Web3 brand partnerships offers a compelling array of financial and strategic benefits that extend far beyond traditional sponsorship models.

One of the most immediate and significant advantages is the access to new revenue streams. Crypto partnerships unlock “untapped revenue sources” ⁵, which proved particularly valuable in filling revenue gaps created by the COVID-19 pandemic.² The broader blockchain in sports market is projected to reach $10 billion by 2035, indicating a substantial and growing financial opportunity.³⁶ This influx of capital can be crucial for clubs and leagues to sustain growth and invest in future development.

These partnerships also lead to enhanced fan engagement. Web3 technologies offer innovative ways to connect with fans, transforming passive spectators into active participants. This includes the implementation of fan tokens, which grant holders voting rights on club decisions (e.g., kit designs, warm-up music) and provide exclusive access to merchandise, VIP experiences and gamified challenges.⁵ NFTs, as digital collectibles, create new avenues for fans to own unique pieces of sports history and engage in interactive experiences.¹²

Immersive metaverse experiences further deepen this connection, offering virtual fan zones and interactive content.⁷

The adoption of Web3 technologies by sports entities represents a strategic shift from merely monetising existing fanbases to actively cultivating “digital ownership” and “participatory governance” among supporters, creating a more resilient and engaged community.

Traditionally, fan engagement often involved passive consumption, such as watching games or purchasing physical merchandise. However, Web3, through fan tokens and Decentralised Autonomous Organisations (DAOs), allows fans to have a direct say in club decisions ⁵ and own unique digital assets in the form of NFTs.

Furthermore, these collaborations act as a catalyst for digital transformation and innovation. Partnerships enable sports organisations to “explore new digital ecosystems” and embrace cutting-edge technologies such as Artificial Intelligence (AI), Virtual Reality (VR) and machine learning, enhancing both game strategies and performance analysis.⁷ This positions sports entities at the forefront of technological advancement.

Operational efficiency is another key benefit. Blockchain technology can streamline administrative processes, enhance security and improve transparency across various functions, including ticketing solutions, player contracts and data management.⁹ This can lead to reduced costs, fewer disputes and more efficient operations.

Finally, these partnerships contribute to athlete empowerment. Blockchain enables the tokenisation of athlete branding, allowing athletes to monetise aspects of their brand such as future income, exclusive content, or unique fan interactions.¹² This offers athletes “greater control and liquidity” over their earnings, bypassing traditional financial institutions.¹² Some athletes are even choosing to receive their salaries in Bitcoin, leveraging it as a hedge against inflation and benefiting from its global portability.³² This provides a new level of financial freedom and strategic wealth management for sports professionals.

5. Intellectual Property (IP) and Commercial Rights in the Web3 Era

5.1. NFT Intellectual Property Rights

Understanding ownership in the context of Non-Fungible Tokens (NFTs) is crucial, yet often complex. While an NFT represents a unique digital asset with blockchain-managed ownership, the intellectual property rights (e.g., copyright) associated with the underlying creation typically remain with the original creator unless explicitly transferred in writing.¹⁰ This principle mirrors the sale of physical artwork, where purchasing a painting does not automatically transfer the copyright to the buyer.¹¹ The blockchain serves as a transparent and permanent ledger, recording every transaction and ensuring the scarcity, originality and ownership of the digital asset.¹⁰

Many NFT projects operate by granting limited usage rights to buyers rather than a full transfer of IP. For example, CryptoKitties NFTs grant a licence to use, copy and display the art for commercial purposes, provided the gross revenue does not exceed $100,000 annually and with restrictions on modifying the art or using it to market third-party products.¹¹ Conversely, some projects, such as the Bored Ape Yacht Club, grant full intellectual property rights to the NFT’s buyer, allowing them an “unlimited, worldwide license to use, copy and display the purchased Art for the purpose of creating derivative works based upon the Art”.¹¹ This variability in IP rights associated with NFTs creates a complex legal landscape that necessitates meticulous contract drafting and thorough due diligence for both creators and buyers in sports partnerships. The wide spectrum of rights granted means that a sports entity or athlete entering an NFT deal must explicitly define what rights are being granted or retained to avoid future legal disputes or unintended commercial exploitation. This adds a significant layer of complexity to legal and commercial negotiations, requiring expert legal counsel to ensure clarity and protection for all parties.

Despite the transfer or licensing of IP, creators can still collect royalties on secondary NFT sales.¹¹ Smart contracts, embedded within the NFT, can automate this royalty distribution, ensuring that a predetermined percentage of future sales automatically reverts to the creator.¹⁰

Furthermore, tokenisation can serve as a novel and effective method for intellectual property protection. Nike’s CryptoKicks patent, for instance, leverages digital assets to combat counterfeiting. By sending buyers an NFT when they purchase a pair of sneakers, Nike can confirm the authenticity of their trademark shoes.¹¹ This system offers an unprecedented level of security and authenticity for digital intellectual property, although its limitations include the requirement for buyers to possess a crypto wallet to receive the NFT.¹¹

5.2. Smart Contracts and IP Management

Smart contracts play a pivotal role in the management of intellectual property within the Web3 ecosystem. These self-executing digital contracts have their terms and conditions directly written into code, residing on the blockchain.¹⁰ This programmatic nature allows for the automation of various IP-related processes, including royalty distribution, licensing agreements and transfer conditions for NFTs. For instance, a smart contract can be programmed to automatically disburse a percentage of every secondary sale of an NFT back to the original creator, ensuring consistent revenue streams without the need for intermediaries.¹⁰

The recording of IP terms and transactions on the blockchain significantly enhances transparency and minimises the risks of manipulation or dishonesty. All parties involved can view the terms and actions recorded on the ledger, which helps to reduce disputes and creates stronger, more trusting relationships between creators, buyers and platforms.¹² This level of transparency is a marked improvement over traditional IP agreements, which often involve complex legal paperwork and can be prone to misinterpretation or disputes over enforcement. By automating and making transparent these processes, smart contracts offer a strong framework for managing IP rights in the digital realm.

5.3. Tokenisation of Athlete Branding

Tokenisation offers athletes innovative new avenues for monetising their personal brands and commercial rights. Athletes can tokenise various aspects of their brand, such as future income streams, exclusive content, or unique fan interactions.¹² This process involves creating digital assets (tokens) that represent these rights or values, which can then be offered to sponsors or even directly to fans. This approach allows athletes to access funds earlier in their careers by offering limited tokens, effectively bypassing traditional financial institutions and democratising funding.¹²

For sponsors, this model transforms traditional endorsement into a form of investment. Rather than paying a flat fee for visibility, sponsors can purchase tokens that are designed to appreciate in value as the athlete becomes more successful.¹² This aligns the sponsor’s financial success directly with the athlete’s performance and brand growth, creating a symbiotic relationship. This shift fundamentally transforms athlete endorsement from a fixed-fee visibility model to a potentially equity-based or performance-linked investment, creating deeper alignment between athlete and sponsor success. Traditionally, athletes are paid a fixed fee for endorsements, a transactional model that provides visibility but little shared risk or reward. Tokenisation, however, allows sponsors to “invest” in an athlete’s brand by purchasing tokens whose value is intrinsically tied to the athlete’s future success and market performance.¹² This shifts the relationship from a purely transactional one to a more symbiotic partnership, where both parties have a vested interest in the athlete’s long-term performance and brand growth. This model also democratises access to athlete funding, potentially empowering emerging talents who might not otherwise secure traditional endorsements, by allowing a broader base of supporters or smaller sponsors to invest in their journey.

This innovative approach not only creates new revenue streams for athletes but also provides sponsors with a more dynamic and potentially lucrative engagement model, where their investment grows in tandem with the athlete’s increasing prominence and achievements.

6. Case Studies: EMW Global’s Sports & Crypto Deals

6.1. EMW Global: A Catalyst in the Crypto-Sports Nexus

EMW Global stands as a prominent sports marketing agency and commercial advisor, distinguished by its proven expertise in navigating the complex commercial ecosystems at the intersection of traditional sports and emerging digital sectors. The agency boasts a nearly decade-long strategic partnership with the Argentine Football Association (AFA), a collaboration that has been instrumental in expanding the AFA’s commercial footprint across diverse sectors, including crypto, mobile gaming and trading.²¹

The agency’s expertise is further evidenced by its extensive network and track record. EMW Global works with over 50 world-famous athletes, encompassing FIFA World Cup winners, UEFA Champions League stars, Olympic gold medallists and NBA and UFC champions.¹⁶ They have successfully secured major brand partners for several national football teams, including Argentina, Brazil, Portugal and Saudi Arabia during the Qatar 2022 World Cup, as well as major clubs such as Liverpool, Arsenal, Chelsea, Flamengo and Corinthians.⁴⁵ Their core competence lies in identifying and connecting global and regional sponsorship prospects, as well as meticulously activating and delivering for existing partners.²¹

EMW Global’s specialisation in bridging traditional sports with emerging digital sectors like crypto and mobile gaming positions them as a critical enabler for complex, multi-faceted partnerships in a rapidly evolving commercial landscape. The Web3 space is inherently technical, rapidly changing and often opaque to traditional sports organisations, which may lack the in-house expertise to navigate its intricacies. EMW Global’s long-standing relationships, such as their 10-year partnership with the AFA and their explicit focus on the crypto sector ²¹, demonstrate a strong understanding of both the sports and digital asset worlds. This specialised expertise is invaluable for navigating regulatory complexities, identifying suitable and credible partners and structuring deals that deliver mutual value and tangible outcomes. In essence, EMW Global effectively acts as a translator and facilitator, bridging the knowledge and cultural gaps between two distinct industries to forge successful and innovative collaborations.

6.2. CoinW and Andrea Pirlo: a legendary partnership

In November 2023, CoinW, a global cryptocurrency exchange, proudly announced its collaboration with the legendary Italian football star Andrea Pirlo, appointing him as its Global

Ambassador.¹³ This high-profile partnership was strategically unveiled as part of CoinW’s 6th-anniversary celebrations, marking a significant milestone for the exchange.¹⁴

The strategic rationale behind this partnership was multifaceted. It was designed to symbolise a “fusion of excellence and a shared winning mindset,” aligning Pirlo’s renowned on-field finesse, strategic vision and commitment to relentless excellence with CoinW’s dedication to delivering premium crypto services and navigating the dynamic crypto market.¹³ A key objective was to leverage Pirlo’s trusted and globally recognised face to introduce curious consumers to the world of digital assets. Pirlo himself expressed enthusiasm for the potential of Web3 technology in sports, reinforcing the partnership’s credibility.¹⁴ CoinW’s broader mission includes democratising access to the crypto economy and educating the public about its myriad benefits and opportunities.¹⁴ The partnership’s central campaign, #RuleTheGame, was designed to inspire and empower CoinW’s vibrant community, motivating users to pursue success not only in trading but in all aspects of life. Pirlo’s insights on the importance of timing, precision and understanding opponents’ moves in football were explicitly mirrored as principles for navigating the rapidly changing crypto market.¹³

The commercial impact and activations of this partnership have been notable. A recent quarterly survey conducted by CoinW reported a substantial 19.53% increase in newly registered users in Q4 compared to Q3 2023, a surge directly attributed to the magnetic appeal of the football legend and his ability to attract sports enthusiasts to explore crypto.¹⁴ To support the initiative, CoinW committed a significant investment in Pirlo’s campaigns and associated rewards. These activations included exclusive giveaways, social contests and highly coveted jerseys signed by Andrea Pirlo himself, all designed to empower the community and enhance user engagement.¹⁴ Ultimately, Pirlo’s role as Global Ambassador aims to drive impactful initiatives and introduce Web3 technology to sports fans worldwide, thereby expanding CoinW’s global footprint and user base.¹⁵

6.3. CoinW and La Liga: bridging football and blockchain in Asia

CoinW, a global cryptocurrency exchange, forged a landmark partnership with La Liga, Spain’s premier professional football league, becoming its Official Regional Crypto Exchange Partner.¹⁸ This significant collaboration was announced in January and March 2025.¹⁷

The strategic objectives underpinning this regional partnership were clearly defined. Firstly, it aimed for regional market penetration, leveraging La Liga’s immense global appeal and strong fanbase in key Asian markets to expand CoinW’s presence and user base.^17. Secondly, the partnership sought to: revolutionise fan Engagement by offering fans around the globe “immersive and rewarding experiences” and introducing innovative Web3 experiences.¹⁷ CoinW’s Chief Strategy Officer, Nassar Achkar, reiterated the dedication to creating a future where blockchain and sports unite.¹⁷

Thirdly, a core goal was to drive blockchain adoption in the sports industry through educational campaigns on blockchain technology and engaging football-themed events.¹⁷

The activation strategies planned for this partnership include a comprehensive year-long programme of activities. These encompass interactive fan engagement initiatives, exclusive rewards and giveaways and educational segments focused on blockchain technology, all integrated with football-themed events.¹⁷ This full year of activities is designed to celebrate the partnership and offer fans innovative ways to connect with the sport they love while exploring the world of cryptocurrency.¹⁷

The regional focus of the CoinW-La Liga partnership shows a nuanced, geographically targeted approach to crypto sponsorship, acknowledging diverse market maturity and regulatory landscapes while leveraging global sports IP. Instead of a blanket global sponsorship, CoinW and La Liga strategically opted for a regional partnership in key markets in Asia¹⁸ . This decision reflects a sophisticated understanding of market-specific conditions, including the varying regulatory environments for crypto assets, the differing rates of crypto adoption and the existing fan demographics within these particular regions. This targeted approach allows for tailored activations and a more efficient allocation of resources, maximising impact where it is most relevant. EMW Global’s role in facilitating such a specific regional deal further highlights the critical need for market-specific expertise in navigating the complexities of international sports marketing within the Web3 space.¹⁶

Table 6.2: CoinW-La Liga Regional Partnership Overview

7. Risks, Challenges and Regulatory Landscape

7.1. Market volatility and financial instability

The inherent volatility of crypto assets presents a significant risk to sports entities entering into partnerships. The value of crypto assets is “unpredictable” and can “rise and fall dramatically in a matter of hours”.⁶ This poses a substantial financial risk for sponsorship deals, particularly if payments or the value of the partnership are tied directly to cryptocurrency. A sudden downturn in the market can significantly devalue a sponsorship agreement, impacting the expected revenue for sports organisations.

The “crypto winter” of 2022-2023 served as a stark reminder of this instability, marked by the high-profile collapses of major entities such as FTX and TerraLuna.² These events led to hundreds of millions of dollars’ worth of deals collapsing, with FTX alone having contracts with the Miami Heat, Major League Baseball (MLB) and the Mercedes F1 team.² Consequently, some crypto partners, like DigitalBits, were unable to fulfil their financial commitments to clubs such as Inter Milan and AS Roma, leading to their being dropped as sponsors.³⁷ Such incidents not only result in financial losses but also carry significant reputational risk for sports entities, as associating with volatile or failing crypto brands can severely damage their public image and trustworthiness.⁵

The inherent volatility of crypto assets necessitates strong contractual clauses for sports entities, including performance-based payments, fiat conversion mechanisms, or exit strategies, to mitigate financial and reputational exposure.

Given the dramatic price swings and potential for high-profile collapses ², sports organisations cannot simply accept crypto payments or rely on the long-term stability of a crypto partner without comprehensive safeguards. Contracts must be meticulously designed to protect against downside risk, perhaps by pegging payments to fiat currency, including clauses for early termination in cases of partner insolvency, or structuring deals with performance-based incentives that are less susceptible to market fluctuations. This approach moves beyond simple risk awareness to proactive risk management, ensuring that sports entities are adequately protected against the unpredictable nature of the crypto market.

7.2. Regulatory Uncertainty and Compliance

The legal and regulatory landscape governing crypto assets remains “unsettled” and highly fragmented across different global jurisdictions, creating a complex environment for sports sponsorships.⁶ This lack of consistent regulation introduces significant compliance challenges and legal risks for both crypto brands and sports entities.

In the European Union, the Markets in Crypto-Assets Regulation (MiCA) has been introduced to institute uniform market rules for crypto-assets not currently covered by existing financial services legislation.²⁷ MiCA focuses on key provisions such as transparency, disclosure, authorisation and supervision of transactions, aiming to support market integrity and financial stability.²⁷ The regulation includes transitional measures, allowing existing crypto-asset service providers to continue operating under national laws until July 2026, or until they receive MiCA authorisation.²⁷ This framework provides some anticipated clarity but requires careful navigation during its implementation phase.

The UK regime for crypto assets is also evolving. Currently, cryptoasset businesses providing services in the UK are subject to anti-money laundering registration, which mandates customer due diligence and transaction monitoring, as well as financial promotions rules requiring specific “front-end” disclosures and “back-end” customer frictions.²⁸ The Financial Conduct Authority (FCA) is further developing Market Abuse Rules for Cryptoassets (MARC), which will prohibit insider dealing, unlawful disclosure of inside information and market manipulation, drawing heavily on existing financial market regulations.²⁸ Notably, disclosure rules around key information may extend to “sponsors” (those listing cryptoassets) when there is no identifiable issuer, with potentially limited requirements compared to traditional securities issuers.²⁸

A particularly challenging aspect arises from the phenomenon of “quasi-gambling” products. Bans on traditional gambling advertising in sports, such as the Premier League’s front-of-shirt ban from 2026/27 and similar laws in Spain and Italy, have created a vacuum.²⁵ This void is increasingly being filled by crypto trading apps and other high-volatility financial products that offer “quasi-gambling” experiences, often falling outside existing legal definitions of gambling or lacking regulation by financial authorities.²⁵ This raises significant concerns about merely shifting the harm associated with speculative activities rather than removing it, as these products may attract individuals with problem gambling issues and are less understood by regulators.²⁶

The regulatory vacuum or lag in the crypto space, particularly concerning “quasi-gambling” products, creates both a temporary market opportunity for crypto brands to fill sponsorship gaps and a significant compliance risk for sports entities due to evolving legal interpretations and potential public health concerns. The Premier League’s ban on betting sponsors ¹ and similar prohibitions in European leagues ²⁶ are primarily intended to address public health concerns related to problem gambling. However, crypto trading and certain fan tokens can be perceived as having a “conceptual and actual overlap with gambling”.²⁵ This implies that while crypto brands might step in to fill the financial void left by betting companies, they could inadvertently inherit or create new regulatory and ethical challenges for sports properties. This risk grows if regulators tighten rules on crypto ads that encourage speculation or gambling. It shows the need to work closely with regulators and legal experts to keep partnerships safe and compliant.

Table 7.1: Key Regulatory Frameworks & Challenges For Crypto-Sports Sponsorships

This table is essential for providing sponsorship professionals with a structured overview of the complex and evolving regulatory environment. Understanding these frameworks and their implications is crucial for ensuring compliance, mitigating legal risks and making informed decisions about the viability and structure of crypto partnerships across different jurisdictions.

7.3. Security Concerns and Scams

The emerging and largely unregulated nature of the crypto space makes it particularly susceptible to security concerns and fraudulent activities. The market is rife with scams, phishing links and “too good to be true” investments, posing significant risks to both individual investors and partnering entities.²² Athletes, due to their public profiles and influence, are especially at risk of being targeted or inadvertently associated with such schemes.²²

Numerous examples of celebrity-endorsed “pump-and-dump” schemes have emerged, leading to significant investor losses and severe reputational damage for the celebrities involved. Instances such as Andrew Tate’s Daddy Tate (DADDY) memecoin, Caitlyn Jenner’s JENNER and Jason Derulo’s JASON tokens illustrate how quickly values can plummet after initial promotion, often resulting in accusations of “rug pulls” and price manipulation.²³ These incidents highlight that celebrity involvement offers no guarantee of legitimacy and savvy crypto investors often view celebrity endorsements as a red flag, indicating a potential lack of fundamental value.²³

Beyond outright scams, the security of digital assets themselves is a critical concern. Crypto wallets, whether software or hardware, are vulnerable to hacking or the loss of login credentials. If a wallet is compromised or access is lost, the funds or NFTs stored within it can be irreversibly lost, as there is typically no mechanism for recovery akin to traditional banking systems.²²

The prevalence of scams and the negative impact of celebrity-endorsed failures underscore the imperative for sports entities to conduct extremely rigorous due diligence on potential crypto partners, focusing on their financial stability, regulatory compliance and ethical track record, rather than solely on their financial offer.

The high-profile collapses of major crypto firms and numerous celebrity scam examples ² demonstrate unequivocally that the financial benefits of crypto partnerships come with substantial, often hidden, risks.

For sports organisations, a failed or fraudulent crypto partner can lead to severe and lasting reputational damage that far outweighs any short-term financial gain. Therefore, due diligence must extend significantly beyond basic financial checks to include a comprehensive assessment of the partner’s technical security infrastructure, adherence to evolving regulatory standards and the ethical implications of their products and marketing practices. This holistic scrutiny is essential to protect the integrity and long-term value of the sports brand.

7.4. Public perception and backlash

The public perception of crypto and Web3 partnerships in sports can be a double-edged sword, carrying significant risks of backlash. Ethical concerns have been raised when crypto firms align with entities perceived as controversial or antithetical to certain values. For instance, Coinbase faced widespread criticism for sponsoring the US Army’s 250th anniversary military parade, with critics arguing that the move contradicted crypto’s guiding principles of decentralisation and political neutrality.²⁴ This incident sparked debate about the “corporate capture” of crypto’s anti-establishment ethos and the industry’s increasing entanglement with traditional corporate and governmental interests.²⁴

Partnerships with brands perceived as unethical, purely speculative, or politically charged can severely tarnish the image of sports organisations and undermine public trust.²⁴ The “cultural alignment” sought by crypto brands ⁷ can be a double-edged sword; if the brand’s actions or the crypto industry’s broader reputation clash with the perceived values of the sport or its fanbase, it can lead to significant public backlash and brand erosion.

Sports brands often cultivate an image built on values such as integrity, fair play, community spirit and aspirational achievement. When a crypto partner engages in activities perceived as unethical, politically contentious ²⁴, or purely speculative, it can create a profound disconnect with the fanbase and the core values of the sport.

This can manifest as negative media attention, fan protests and a significant loss of trust, demonstrating that the “halo effect” often associated with sports sponsorships ⁵⁰ can quickly turn into a “shadow effect” if ethical considerations and alignment with public sentiment are not paramount. Maintaining a strong ethical framework and understanding the potential for public scrutiny is therefore vital for any sports entity considering such partnerships.

7.5. Educational Gap

A significant challenge within the crypto-sports ecosystem is the pervasive educational gap. Many sports executives, stakeholders and a large segment of the general fanbase still lack a deep understanding of blockchain technology, Non-Fungible Tokens (NFTs) and the broader crypto assets.⁵ This knowledge deficit can lead to several adverse outcomes. For sports organisations, it can result in misjudgments when evaluating potential partnerships, an inability to fully leverage the innovative aspects of Web3, or a failure to effectively communicate the value proposition to their audience.

For fans, a lack of understanding can breed scepticism, resistance to adoption, or even make them vulnerable to scams and misinformation. Crypto companies, in turn, face the challenge of needing to educate the market to build trust and drive adoption, often integrating this educational component into their sponsorship strategies.⁴ Addressing this educational gap is crucial for creating confident engagement and ensuring the long-term success and responsible growth of Web3 partnerships in sports. Investing in internal training for sports teams and clear, accessible communication for fans are essential steps to bridge this divide.⁵

8. Measuring Success: ROI and Key Performance Indicators

8.1. Challenges in Measuring ROI

Measuring the ROI for sports sponsorships has historically been a complex endeavour and the integration of crypto and Web3 components introduces additional layers of difficulty. A significant challenge lies in attribution difficulty, where directly attributing specific sales or commercial income to a sports sponsorship remains elusive for many. A Forrester report indicated that 76% of US consumer marketers who invested in sports sponsorships in 2024 struggled to calculate their ROI.⁵⁰

Sponsorships often provide a “halo effect” for brand-building efforts, which, while valuable, is inherently hard to quantify purely in financial terms.⁵⁰ The concept of ROI is frequently “too narrowly defined as purely commercial income,” overlooking the broader, qualitative benefits such as enhanced brand perception, loyalty and community engagement.⁵⁰

Furthermore, the inherent volatility of crypto assets significantly complicates traditional ROI calculations. If investment performance or the value of a sponsorship deal is tied to the fluctuating price of a cryptocurrency, the financial return can be highly unstable and difficult to predict or measure consistently.²²

Measuring ROI in sports sponsorships is hard, and crypto’s volatility makes it harder so KPIs must also track brand value, community engagement, and on-chain utility.

If 76% of marketers struggle with traditional sponsorship ROI ⁵⁰, adding the complexity of crypto’s rapid price swings and novel engagement mechanisms makes a purely financial ROI calculation ⁵¹ insufficient for a comprehensive evaluation.

This implies that professionals must adopt a more holistic framework that captures the qualitative aspects of brand-building (the “halo effect” ⁵⁰), the quantitative growth of digital communities and the tangible utility delivered through Web3 features. This acknowledges that a significant portion of the value derived from these partnerships is qualitative, long-term and extends beyond immediate financial returns.

8.2. Traditional Sponsorship KPIs

Despite the emergence of new Web3-specific metrics, traditional sponsorship KPIs remain fundamental for evaluating the overall effectiveness of partnerships. These established metrics provide a baseline understanding of brand visibility and impact within the broader sports marketing context:

→ Brand exposure: This KPI focuses on how often a brand is seen, heard, or mentioned during a sports event or across associated media. It encompasses indicators such as TV ratings, social media impressions and website traffic. Brands utilise tracking tools to monitor these metrics, analysing data to understand their exposure and identify opportunities for improvement.³⁰

→ Brand awareness: This metric assesses the degree to which a brand is recognised by its target audience. It typically involves conducting surveys to determine the level of awareness before and after the sports event. Social listening tools can also be employed to gauge the impact of sponsorship activities on brand awareness.³⁰

→ Brand engagement: This KPI measures how well a brand connects with its target audience. It evaluates the degree of audience interaction with the brand during the sports event, tracking social media mentions, likes and shares. Customised event activations, fan experiences and athlete endorsements are often leveraged to drive and measure this engagement.³⁰

→ Sales impact: Ultimately, a primary goal of many sponsorship deals is to increase sales. This KPI involves tracking sales data and comparing results before and after the sporting event. Brands also monitor the conversion rate of the audience targeted by the sponsorship deal to gain a clear picture of the commercial return.³⁰

→ Reputation and image building: Sports events provide a powerful platform for brands to associate with positive values, thereby improving their reputation and image. This KPI is tracked by conducting surveys to evaluate the impact of sponsorship activities on public perception, trust and overall brand reputation. Qualitative research and focus group discussions can provide deeper insights into this area.³⁰

These traditional metrics, when combined with Web3-specific indicators, offer a comprehensive view of sponsorship effectiveness, allowing for a more informed assessment of both broad brand impact and targeted digital engagement.

8.3. Web3-Specific KPIs

To accurately measure the success of crypto and Web3 brand partnerships in sports, a new set of Web3-specific KPIs must be integrated alongside traditional metrics. These metrics offer unique insights into on-chain activity, community growth and the utility delivered by digital assets:

→ Awareness & reach KPIs: These metrics gauge how many people are seeing the brand’s message and how widely it is spreading within the digital ecosystem. This includes Impressions/Views (total times content was displayed), Reach (unique number of users who saw content), Website Traffic (unique visitors and page views) and Influencer Reach/Impressions (audience size exposed through collaborations).²⁹ These can be tracked via social media analytics, ad platform dashboards and web analytics tools.²⁹

→ Engagement & community building KPIs: These metrics indicate the level of interest and activity within the brand’s digital community. Key indicators include Engagement Rate (percentage of audience interacting with content), Community Growth (increase in members on platforms like Discord and Telegram) and Sentiment Analysis (overall positive, neutral, or negative sentiment towards the project across social media and forums).²⁹ Research shows a significant positive correlation between Discord members and NFT pricing, indicating the value of community size.⁵⁴ These can be tracked using social media analytics, community platform data and social listening tools.²⁹

→ Acquisition & conversion KPIs: These metrics demonstrate how effectively marketing efforts are driving new users and investors to take desired actions. They include Conversion Rate (percentage of users completing actions like dApp sign-ups, wallet connections, or token purchases) and Cost Per Acquisition (CPA) (total cost of acquiring one new user or investor).²⁹ These are tracked via analytics tools with goal/event tracking, dApp analytics and token sale dashboards.²⁹

→ On-chain & utility KPIs (Web3 Specific): These are paramount for demonstrating real-world adoption and the health of the decentralised protocol or digital asset. They include Total Value Locked (TVL) (for DeFi protocols, the total value of assets staked), Daily/Weekly/Monthly Active Users (DAU/WAU/MAU) on dApps (number of unique wallets interacting with the decentralised application) and User Retention/Churn Rate (percentage of users who return or remain active).²⁹ These metrics provide unprecedented transparency into actual usage and utility.

→ Financial metrics: Beyond basic ROI, more sophisticated financial metrics are crucial. Annualised ROI considers how long an investment was held, allowing for comparison of assets over different timeframes. Internal Rate of Return (IRR) is a return metric that accounts for the time value of money and cash inflows/outflows, providing an annual growth rate.⁵¹ These metrics are vital for assessing the long-term financial performance of crypto assets within a sponsorship portfolio.

The integration of on-chain metrics (TVL, DAU/MAU) and community growth (Discord, Telegram) with traditional brand KPIs provides a unique and powerful framework for Web3 sponsorships, offering transparency and direct measurement of user adoption and utility. Traditional sponsorships often does not provide reliable data on audience interaction beyond media impressions and surveys. However, blockchain technology provides verifiable on-chain data ²⁹, allowing for precise tracking of active users on decentralised applications or the growth of token-holding communities.²⁹ This offers a more granular and transparent view of actual engagement and adoption than traditional metrics alone. This comprehensive approach enables a more accurate assessment of the “utility” and “community-building” aspects that are central to Web3’s value proposition, providing sponsorship professionals with richer data for strategic adjustments and demonstrating a clearer, more holistic return on investment.

Table 8.1: Comprehensive KPIs for Web3 Sports Sponsorships

9. Fan Engagement Strategies Through Web3

9.1. Fan Tokens and Decentralised Governance

Fan tokens represent a significant innovation in fan engagement, functioning as blockchain-based assets that grant holders specific rights and privileges within a particular sports ecosystem.⁴⁰ These privileges can include voting on club polls, such as kit designs, warm-up music selections, or even charity initiatives.⁵ Beyond voting, fan token holders often receive early access to limited merchandise, entry into raffles for VIP experiences (e.g., meet-and-greets with players) and participation in gamified challenges that award points and prizes.⁴⁰

Platforms like Socios.com, powered by the Chiliz blockchain, have pioneered this model, enabling fans to influence team decisions and earn rewards, thereby creating a sense of digital ownership and a deeper connection with their favourite teams.⁵ This mechanism transforms passive supporters into active participants, creating a more interactive and invested fanbase.

The most ambitious vision for Web3 in sport extends to Decentralised Autonomous Organisations (DAOs), where fans could hold direct ownership stakes in a club and collectively make decisions through blockchain-based votes.⁹ This represents a fundamental shift from passive fan consumption to active participatory governance, transforming fans into invested stakeholders and potentially democratising aspects of club management. Traditionally, fan clubs offered limited influence or symbolic participation. However, fan tokens and DAOs ⁵ allow fans to directly impact significant club decisions, from aesthetic choices to strategic directions. This creates a profound sense of ownership and investment that goes beyond mere emotional attachment, creating a more loyal, engaged and potentially financially supportive fanbase. While introducing complexities around governance, decision-making and managing diverse fan interests, this model offers an exciting path towards a more inclusive and resilient sports community.

9.2. NFTs as Digital Collectibles and Experiences

Non-Fungible Tokens (NFTs) are revolutionising sports memorabilia and fan experiences by transforming iconic moments and player archives into unique digital collectibles. This allows fans worldwide to “own a piece of sports history” in a verifiable digital format.³⁴ Platforms like NBA Top Shot set the industry standard by minting video highlights of iconic plays, such as LeBron James’ 2020 dunk, which sold for $1.9 million, or Steph Curry’s record-breaking three-pointer.³⁵ Similarly, a Cristiano Ronaldo goal NFT from a LaLiga x Binance drop fetched $1.3 million.³⁵ This model is now widely adopted by organisations like the UFC, Formula 1 and even the Premier League, allowing fans to acquire digital slices of historic moments.³⁵

Beyond game highlights, athletes are tokenising their personal brands and archives. Figures such as Tom Brady, Lionel Messi and Serena Williams have released NFT collections featuring personal footage, match highlights and exclusive content through platforms like Autograph and Socios.³⁴ Serena Williams’ Grand Slam NFT Collection, for example, generated $900,000 in total.³⁵ These player-specific NFTs deepen fan loyalty and transform personal sports history into exclusive, monetisable collectibles.³⁴

NFTs are also being integrated with gamified collectibles and fantasy sports gameplay.

Platforms like Sorare, built on Ethereum and StarkNet, allow fans to collect player cards as NFTs, each with rarity levels and stats tied to real-world performance, enabling them to compete in fantasy matchups.³⁵ Manchester United, in partnership with Tezos, launched “Fantasy United” in 2024, combining digital collectibles with fantasy sports gameplay, offering leaderboard incentives and driving engagement.⁵⁸ This adds a layer of utility and interactivity to digital ownership.

NFTs transform sports memorabilia from physical scarcity to digital scarcity, creating new revenue streams and supporting a deeper, more accessible connection for global fans who can “own” moments and engage in gamified experiences.

Physical memorabilia is inherently limited by geographical access, physical form and potential for damage or loss. NFTs, however, democratise access to collectibles, allowing fans worldwide to own verifiable digital representations of iconic moments.³⁴ The ability to integrate these digital assets into games, as seen with Sorare ³⁵, adds a layer of utility and gamified engagement, making them far more interactive and dynamic than static physical items. This not only expands the market for sports collectibles but also deepens fan interaction by allowing them to actively participate in and derive value from their digital possessions.

Table 9.1: Examples of Successful Sports NFT and Fan Token Campaigns

9.3. Metaverse and Immersive Experiences

The metaverse and augmented/virtual reality (AR/VR) technologies are ushering in a new era of immersive fan experiences, fundamentally changing how sports enthusiasts interact with their favourite teams and events.

Traditional media typically offers a one-way, passive consumption experience. However, the metaverse and AR/VR technologies ⁷ allow fans to virtually “step into” the sports world, interact with players and participate in events in ways previously unimaginable. This creates a much stronger emotional connection and a highly personalised experience, particularly appealing to younger, digitally-native audiences. It transforms the act of watching into an act of participating, which is a powerful driver of brand loyalty and engagement.

Sports entities are creating virtual fan zones and immersive environments within the metaverse. For example, OKX teamed up with Manchester City to create immersive fan experiences in the metaverse, using players like Jack Grealish to familiarise fans with the world of Web3.⁷ Nike has developed “Nikeland” on the Roblox platform, where users can participate in sports competitions and dress their avatars in Nike apparel, blurring the lines between physical and virtual engagement.⁵⁷

Interactive content through AR applications is also enhancing the live and at-home viewing experience. The NBA has been a pioneer in using AR to provide fans with real-time interactive graphics, including 3D statistics and replays, through its NBA AR app.⁵⁹ During the All-Star Weekend in Chicago, the NBA collaborated with AT&T to create the “AT&T 5G Courtside Cam,” an augmented reality experience offering 360-degree views and interactive content from mobile devices.⁵⁹ These innovations allow fans to get “up close and personal” with their favourite players and clubs without having to be physically present.⁶⁰

Furthermore, Web3 is spearheading the development of immersive virtual sports gaming platforms. These platforms redefine the concept of virtual sports experiences, ranging from fantasy leagues to interactive simulations of real matches, creating an ecosystem where fans can actively engage in dynamic and futuristic sports scenarios.³⁴ The global VR and AR market in sports was valued at approximately $1.4 billion in 2020 and is projected to reach $5.8 billion by 2026, demonstrating the rapid growth and potential of these technologies.⁵⁹

9.4. Blockchain for Ticketing and Loyalty Programs

Blockchain technology offers significant advantages in enhancing the security and efficiency of ticketing systems and loyalty programs within the sports industry. For ticketing, blockchain can streamline processes, drastically reduce fraud and ensure the authenticity of tickets.³⁶ Because data recorded on a blockchain is unchangeable, it eliminates the possibility of counterfeit tickets and allows for instant validation, providing greater assurance to both organisers and attendees.³⁹ This transparency and security are crucial in combating the pervasive issue of ticket touting and fraudulent resales.

Beyond security, blockchain can also enhance the user experience by facilitating more accessible and secure ways to purchase, store, or transfer tickets between owners or events. Fans can switch their access without incurring penalty fees or losing money, making for a much more efficient and user-friendly experience.³⁹

In the realm of loyalty programs, Web3 tools allow for the creation of new types of tokenised rewards and loyalty schemes that can significantly deepen fan relationships.⁵ These programs can go beyond traditional points systems, offering unique digital assets, exclusive access, or even fractional ownership in certain club assets as rewards for sustained engagement and loyalty. This enhances a more profound connection between fans and their teams, turning digital assets into tangible benefits and creating a more engaged and invested community.

10. The Future Outlook: Web3’s Enduring Impact on Sports Sponsorship

10.1. Continued Market Expansion and Diversification

The future of Web3 in sports sponsorship is characterised by sustained market expansion and increasing diversification. The blockchain in sports market is projected for significant growth, with sponsorships alone expected to reach $5 billion by 2026.⁵ The overall blockchain in sports market is anticipated to grow to $10 billion by 2035.³⁶ This growth will be fueled by both incumbent brands increasing their investment and a continuous influx of new, first-time spenders entering the market.¹

A key trend will be the further integration with other emerging technologies. The integration of Web3’s decentralisation and ownership models with AI, AR, VR and predictive analytics will create hyper-personalised and deeply immersive fan experiences.¹⁶ AI, for instance, could be used to deliver personalised content in real-time during a sporting event, based on a viewer’s emotional reactions.⁵⁹ AR and VR are already revolutionising fan experiences, with the global AR/VR market in sports projected to reach $5.8 billion by 2026.⁵⁹

The projected market growth, coupled with the alignment of Web3 with AI and AR/VR, indicates a future where sports sponsorships are not just about brand visibility but about creating deeply integrated, data-driven and hyper-personalised fan ecosystems. The market is not merely expanding in financial size but also in technological sophistication.

The combination of Web3’s core principles of decentralisation and verifiable ownership with the personalisation capabilities of AI and the immersive potential of AR/VR ¹⁶ suggests a future where fan experiences are highly customised, interactive and deeply embedded within digital environments. This means sponsorship professionals will need to think beyond single-platform activations, considering how to integrate multiple technologies to create truly compelling and sticky fan engagement strategies that resonate with an increasingly discerning and digitally-savvy global audience.

10.2. Evolution of Partnership Models

The nature of Web3 partnerships in sports is evolving towards deeper integration and greater utility for fans. There is a discernible shift towards long-term partnerships focused on “education and genuine fan engagement rather than short-term hype”.⁷ This indicates a maturing industry that prioritises sustainable value creation over fleeting speculative interest.

Utility-driven activations will become paramount. Partnerships will increasingly emphasise creating tangible benefits for fans through tokens, NFTs and interactive experiences.⁴ This moves beyond passive consumption, offering fans real influence (e.g., voting on club decisions), exclusive digital assets and immersive virtual interactions.

An ambitious, albeit potentially distant, vision involves the concept of decentralised club ownership. This model envisions fans holding direct ownership stakes in a club and participating in decision-making through blockchain-based votes.⁴⁴ This represents the ultimate expression of participatory governance, transforming fans into invested stakeholders. Furthermore, innovative funding models, such as revenue-sharing agreements and fan-driven financing initiatives, may emerge as viable alternatives to traditional sponsorships, democratising investment opportunities in sports.⁴⁹

The evolution of partnership models towards utility, education and potentially decentralised ownership signifies a move from transactional sponsorships to strategic alliances that foster co-ownership and shared value creation with the fanbase. Simple logo placement, once sufficient, is becoming increasingly insufficient to capture the attention and loyalty of modern fans. The future points towards partnerships that actively involve fans, educate them about the underlying technology and offer tangible utility or even a direct stake in the club’s future.⁴ This means sponsorship professionals will need to facilitate collaborations that are deeply embedded in the sport’s ecosystem, creating shared value propositions that resonate with an increasingly discerning and digitally-savvy fanbase, thereby building stronger and longer-lasting relationships.

10.3. Navigating the Regulatory Landscape

Anticipated developments include the continued evolution of global crypto regulation, with frameworks like the EU’s MiCA providing some clarity and standardisation in Europe.²⁷ The UK is also developing its own market abuse rules for cryptoassets (MARC), aiming to bring greater oversight to trading activities.²⁸ These frameworks will increasingly define the permissible scope and nature of crypto advertising and partnerships in sports.

Proactive compliance will be imperative. Sports entities and crypto brands must proactively engage with regulators, closely monitor legislative changes and adapt their operations and partnership structures to ensure full compliance with evolving legal frameworks.⁶ This includes understanding the nuances of financial promotions, anti-money laundering regulations and specific rules pertaining to digital assets.

Furthermore, developing strong ethical frameworks for partnerships will be crucial to mitigate reputational risks. This involves addressing concerns about “quasi-gambling” products and ensuring that partnerships align with the core values of the sport and its fanbase.²⁵ Ethical leadership will be key to building and maintaining public trust in this rapidly evolving sector.

10.4. Recommendations for Sports Sponsorship Professionals

To effectively navigate and capitalise on the enduring impact of Web3 in sports sponsorship, professionals should consider the following strategic recommendations:

→ implement rigorous strategic due diligence and risk assessment: Before entering any crypto or Web3 partnership, conduct thorough due diligence. This must extend beyond financial viability to encompass the partner’s regulatory compliance, technical security infrastructure and ethical track record. Evaluate the potential for market volatility, assess the partner’s long-term stability and scrutinise their history of engagement with the crypto community to mitigate financial and reputational exposure.⁵

→ prioritise genuine fan utility and long-term value creation: Shift focus from mere brand visibility to partnerships that offer tangible benefits, educational value and immersive experiences for fans. This includes developing fan tokens with meaningful governance rights, creating unique and interactive NFT collectibles and building engaging metaverse experiences. The goal should be to support deeper connections and build loyal, invested communities, rather than relying on short-term speculative hype.⁴

→ invest in education and internal expertise: Develop a strong internal understanding of blockchain technology, NFTs and the broader Web3 ecosystem. This involves training staff, hiring specialists, or engaging expert agencies like EMW Global. An informed internal team is better equipped to make sound strategic decisions, effectively manage partnerships and communicate the value proposition to stakeholders and fans alike.⁵

→ support transparent and adaptable partnership agreements: Create smart contracts and legal agreements that are clear, comprehensive and flexible. These agreements must meticulously define intellectual property rights, royalty structures, performance metrics and include robust exit strategies to account for the dynamic and often volatile nature of the crypto market. Legal counsel with expertise in both sports law and digital assets is indispensable to ensure protection and adaptability.⁶

→ embrace a holistic measurement framework: Move beyond traditional sponsorship KPIs to integrate Web3-specific on-chain and community metrics. This involves tracking active users on decentralised applications (DAU/WAU/MAU), community growth on platforms like Discord and the Total Value Locked (TVL) in relevant protocols. Combining these with traditional brand exposure, awareness and sentiment metrics will provide a more accurate and comprehensive assessment of partnership impact and ROI, enabling data-driven strategic adjustments.²⁹

EMW’s Final Conclusion

The intricate commercial landscape at the intersection of crypto, NFTs and Web3 has undeniably surged within the sport market, marking a pivotal moment in the evolution of sponsorship.

Partnerships, exemplified by EMW Global’s deals such as CoinW with Andrea Pirlo and La Liga, demonstrate how strategic alignment, targeted activations and a focus on utility can yield measurable gains in brand awareness, user acquisition and community building.

However, the immense opportunities are inextricably linked to substantial risks. Market volatility, a fragmented and evolving regulatory landscape, persistent security concerns and the potential for public backlash demand rigorous attention.

The shift from reactive risk management to proactive compliance and ethical leadership is paramount. For top world sport sponsorships professionals, navigating this dynamic sector successfully requires strategic foresight, comprehensive due diligence and a commitment to fostering transparent, adaptable and fan-centric partnerships.

By embracing a holistic measurement framework that integrates both traditional and Web3-specific KPIs and by continuously investing in education and internal expertise, sports organisations can harness the full, enduring benefits of this rapidly evolving and highly dynamic commercial frontier, ensuring sustainable growth and deeper connections with their global audience.

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