NFT and Sport: a marketing analysis of French market

Les NFT dans le sport: analyse marketing d'acteurs français

Boris Helleu (), Yann Abdourazakou () and Quentin Dezitter
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Boris Helleu: NIMEC - Normandie Innovation Marché Entreprise Consommation - UNICAEN - Université de Caen Normandie - NU - Normandie Université - ULH - Université Le Havre Normandie - NU - Normandie Université - UNIROUEN - Université de Rouen Normandie - NU - Normandie Université - IRIHS - Institut de Recherche Interdisciplinaire Homme et Société - UNIROUEN - Université de Rouen Normandie - NU - Normandie Université

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Abstract: As unique digital identifiers based on blockchain technology, NFTs help record ownership of sports memorabilia in a virtual space. Until now, consumers could only own non-digital items, such as trading cards, branded clothing and various types of print content (Wilson et al., 2021). Blockchain technology applied to non-fungible tokens (NFTs), is revolutionizing the way content is created, exchanged, stored and authenticated for content creators and their fans (Malhotra et al., 2021). Sport offers exceptional ground from the point of view of supply and demand from collectors and brands. We interviewed five major players in the French NFT market in 2023. As a new marketing tool, they offer an additional avenue to explore to boost the relationship with consumers while promoting different innovative sports experiences based on a deeper digital engagement with fans. Each community being different, the challenge remains to articulate an NFT strategy with the marketing approach of the brand.

Keywords: NFT; brands; sport marketing; fan experience; marques; sport; marketing sportif (search for similar items in EconPapers)
Date: 2023-11-16
New Economics Papers: this item is included in nep-cul, nep-pay and nep-spo
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Published in 22èmes Journées Normandes de Recherche sur la Consommation, Nov 2023, Cherbourg, France

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