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NFT and Sport : a marketing analysis of French market
[Les NFT dans le sport : analyse marketing d'acteurs français]

Author

Listed:
  • 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)

  • Yann Abdourazakou
  • Quentin Dezitter

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.

Suggested Citation

  • Boris Helleu & Yann Abdourazakou & Quentin Dezitter, 2023. "NFT and Sport : a marketing analysis of French market [Les NFT dans le sport : analyse marketing d'acteurs français]," Post-Print hal-04293196, HAL.
    • Handle: RePEc:hal:journl:hal-04293196
    Note: View the original document on HAL open archive server: https://hal.science/hal-04293196
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    References listed on IDEAS

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    1. Reto Hofstetter & Emanuel Bellis & Leif Brandes & Melanie Clegg & Cait Lamberton & David Reibstein & Felicia Rohlfsen & Bernd Schmitt & John Z. Zhang, 2022. "Crypto-marketing: how non-fungible tokens (NFTs) challenge traditional marketing," Marketing Letters, Springer, vol. 33(4), pages 705-711, December.
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    More about this item

    Keywords

    NFT; brands; sport marketing; fan experience; marques; sport; marketing sportif;
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