Unlocking commercial opportunities and boosting participation: The role of sports video games and NFTs in shaping the future of sports

Joern Schlimm and Christoph Breuer

Chapter 31 in Research Handbook on Sport in Europe, 2026, pp 335-347 from Edward Elgar Publishing

Abstract: This chapter explores how emerging technologies, specifically sports video games (SVGs) and non-fungible tokens (NFTs), unlock commercial opportunities and enhance participation in sport. Drawing on two empirical studies we published in the International Journal of Sports Marketing and Sponsorship, we identify the key SVG features influencing virtual ownership, willingness to pay, and real-world participation, and the consumer values and needs or wants driving purchase intention for sports NFTs. The findings reveal that competitive and social features in SVGs most strongly predict ownership and spending, while fantasy, escape, and sport context enhance real-world participation in football. For NFTs, social and experiential needs or wants are key motivators of purchase intentions. These insights highlight the potential of SVGs and NFTs as technologies for fostering fan engagement, strengthening community ties, and promoting physical activity in line with the innovation and participation goals outlined in the EU Work Plan for Sport.

Keywords: Sports video games; Non-fungible tokens (NFTs); Technology; Sports; Gaming; Digital collectible (search for similar items in EconPapers)
Date: 2026
ISBN: 9781035338382
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