How NFT technology is used in the world game

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NFT
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With the digital era growing rapidly, crypto continues to be a popular currency which has seen the likes of non-fungible tokens (NFT) rise. They feature distinctive identification codes that cement its entire purpose to signify ownership of a virtual asset.

Being bought and traded online using cryptocurrencies, NFT games and collectibles have emerged into the world of sport and become increasingly popular for fans around the globe.

Polarys

Polarys enables athletes and clubs to launch tradable digital memberships powered by NFT technology to engage with the new generation of fans across the globe.

The platform is for athletes and sports clubs to create digital memberships which allow them to engage with their fans and give back to their community with exclusive rewards. Members can buy, use and trade their membership without any coding or web knowledge needed.

Polarys statement: Everything happens on our platform. Creators (athletes & clubs) can create digital memberships in a few clicks, without any coding or Web experience or expertise needed. Users on the platform can buy (or claim if free) memberships and unlock exclusive rewards (e.g. tickets to games, meet and greets, Q&A sessions, coaching sessions, voting for player of the game or season, tour of the stadium, give the kick-off of a game). The benefit for owners (creators) is to monetise your community in a new and engaging way, moving away from the monopole of often toxic social media.

The platform provides endless opportunities for athletes and clubs to engage with their community, especially with the new generation of fans that is online most of the time and is looking at alternatives to social media to engage with smaller communities.

This is a beneficial provider for clubs as digital presence and fan engagement is extremely important nowadays in sport. The more a club can sell themselves using their online presence the more revenue they can generate which is the ultimate goal of using an organisation such as Polarys to develop digital packages.

NFT Businesses

One of the most successful NFT companies recently is ‘Sorare’. Sorare produces and markets legally authorised player tokens or ‘cards’ that may be sold or used in online games in collaboration with major sports teams. Although a single Cristiano Ronaldo card sold for almost $100,000, most cards only cost a few dollars, and Sorare’s games provide weekly prize money in cryptocurrency.

Up until the end of 2019, Sorare was invite-only, but as soon as it became accessible to everyone, its user base immediately surged. In the first six months, sales totalled $350,000 and 70 football teams, including European powerhouse Juventus, signed on.

EA Sports, the company behind the FIFA video game franchise and Madden NFL, is the industry leader in digital sports games. With sales of almost $6 billion and a profit of $800 million

Compared to EA’s fanbase, which has 25 million players of FIFA 22 alone, Sorare’s price doesn’t seem outlandish considering its considerably quicker growth.

EA’s FIFA ultimate team or (FUT) can be seen as the original NFT, consumers buying and trading virtual cards which may have led to the inspiration of modern day NFT collectibles companies such as Sorare and Polarys produce.

Implementing NFT in our backyard

With the growth and success of this technology, the A-league could look to implement NFT’s in a bid to grow the game in Australia. A-league Fantasy Football exists, however the popularity of the game never took off compared to the likes of Premier League Fantasy and others. Introducing a set of A-league NFT collectibles may be an option which increases the online interaction between consumers and the league.

Ultimately, the downfall of NFT’s won’t happen anytime soon. With football organisations benefiting from new technology and progressing their club virtually, it seems as though this will stay a relevant as a part of the games off-field advancement.

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Chelsea FC partners with Strava in landmark lifestyle partnership

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The London-based giants announced the launch this week, marking a first-of-its-kind partnership for both the Premier League and Women’s Super League (WSL).

Connecting with fans

As clubs across the world look to find new and exciting ways of connecting with fans, Chelsea are showing that the answer – more often than not – already exists.

Strava is a running and fitness platform with over 195 million users across the globe. But the app represents more than just tracking speed – it is a social and lifestyle symbol through which users can connect.

And with presence in 185 countries, the app has the power to unite users from all over the world, making it a perfect fit for the globally-followed Blues.

“We are always looking at ways we can use our global brand to bring people together, often in unexpected ways,” said Brand Director for Chelsea Football Club, Scott Fenton.

“By working with Strava and becoming the first Premier League and BWSL teams to establish an official presence on Strava, we can lean into participation culture, understand where our fans are while offering new experiences for them and strengthen the bonds that unite our global community.”

Two brands with a huge international presence. One partnership which promises to encourage community, movement and healthy-living.

 

The intersection between sport and lifestyle

At first glance, Chelsea FC and Strava appear an unconventional partnership. Indeed, it is the first time a club has established an official presence on the app.

But at its core, the two organisations serve similar purposes: uniting people with a common passion for sport.

At its beginnings in 2009, Strava promised to replicate the feeling of team sports and unlocking new achievements, making a deal with Chelsea FC – one of the world’s most successful teams in recent years – a true full-circle moment.

“Chelsea FC joining Strava as the first Premier League and BWSL team to establish a global club on the platform is a powerful demonstration of how brands are engaging with their communities,” explained Director of Athlete and Community Partnerships at Strava, Mel Jarrett.

“We believe shared passion for movement creates real connections, and this collaboration brings that to life for Chelsea’s global fanbase.”

Spain’s Liga F receives history-making investment into women’s football

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Image credit: Liga F

The deal, worth AUD 91 million (€55 million) across four seasons, represents a monumental investment into Liga F and women’s football by Gasol16 Ventures and Fortified Partners.

 

Setting the pace

The investment comes as a hugely signficant moment in the history of women’s football not just in Spain, but across Europe.

But, given Spain’s commitment to growing the women’s game in recent years (and the world-beating teams it produces as a result), it is hardly a surprise that Liga F is at the centre of this milestone.

In the 2024-25 season, Liga F distributed AUD 28 million to its clubs, as well as doubling television audiences across two years.

The rate of growth is astounding, and shows no signs of slowing down.

“Women’s football in Spain has made a spectacular leap in recent years: audiences have almost doubled in two seasons, and stadiums are incresingly full,” explained Founder and President of Gasol16 Ventures, Pau Gasol.

“Therefore, this is not a sentimental commitment to women’s sport. It is an investment decision based on data, market trends, and the conviction that women’s football represents a growth opportunity with enormous potential for value creation.”

Thus, Gasol’s motivation reveals much about his own reasons for investing, as well as about the current status of women’s football in Spain.

The landscape does not want, or need, sentimental commitment. It is a financial and sporting powerhouse in its own right, and one which can grow to new heights year-on-year.

 

Securing a successful future

Furthermore, the long-term nature of the deal (set for the next four seasons from the 2026-27 campaign) shows vision and ambition for what the league can become.

“This agreement allows us to look further ahead and equip ourselves with the necessary tools to continue building an increasingly strong, more competitive league with greater capacity to generate value for our clubs,” outlined President of Liga F Beatriz Álvarez Mesa.

“What excites me most about this alliance is not just the investment it brings, but the message it sends: there are people and institutions who believe in the potential of Liga F and want to be part of its growth.”

 

Final thoughts

This is in stark contrast to the current situation of the A League Women in Australia, which PFA Chief Executive Beua Busch described as at a “tipping point”.

The problems remain the same as they were several years ago. Investment, player satisfaction and attendances are well below other major leagues. The key is creating a product which presents the immense value of clubs, players and commercial opportunities.

Because when intentional investment comes, the question stops being ‘who will invest?’ but ‘who wouldn’t?’ .

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