Manchester United kicks off with NFT collectables

Manchester United has kicked off its  NFT collectables for its fan through blockchain-based platform Tezos.  Furthermore, the club is also launching a new web3 community that's designed for its global fan base to have digital and real-world experiences. MARKETING-INTERACTIVE has reached out to Manchester United for comments.

Ahead of the release, there are tutorials featuring the club’s men’s and women’s team will be shared on club channels, which is part of an extensive suite of educational materials. In addition, the materials are aimed at helping fans understand web3 and how NFT collectables can benefit match-goers and international supporters alike.

According to Manchester United, web3 is the next iteration of the internet underpinned by blockchain technology that allows creators, publishers, and users to take ownership of their assets across the web – which gives opportunities for engagement between fans and the club.

Following Manchester United’s selection of Tezos as its official blockchain platform, this announcement represents the next step in developing new fan experiences through web3 technology.Furthermore, fans who claim an NFT from the Tezos platform will be able to unlock access to communities on Discord, where they can submit their ideas for future digital collectables and share matchdays together in the new, fan-led, virtual community. Supporters will be able to join the club’s new virtual world via Manchester United’s official Discord server - a social platform that allows communities to come together around their favourite topics.

Members of this global community will be able to engage with the club, players, legends and thousands of other like-minded fans. A number of subsequent NFT collectable drops will be available for purchase later in the season via the digital platform on the Tezos blockchain.

Manchester United’s CEO of digital products and experiences, Phil Lynch explained that much like the football traditions of old, such as collecting match programmes, club badges and sticker books, fans will soon have the additional option to collect this new type of digital memorabilia. The first digital collectable is being gifted to fans by a Tezos-powered platform, and with the support of the Tezos Foundation, we will join fans on their journey into this new world, with the club providing education and guidance along the way.

"Having watched the web3 space closely and consulted with fans for their views on how this unique virtual world should operate, we’ve worked with the Tezos ecosystem teams to apply these learnings and believe that the launch of Manchester United digital collectables is different to others, providing the option of unique and enhanced engagement opportunities to our incredible fans,” Lynch said

Mason Edwards, Tezos Foundation's CCO said “Football means so much to so many people and Manchester United, not to mention its fans, are the titans in the sport. It is an honour to be part of the club’s first step into web3 through the creation of digital collectables which the club and its followers will cherish for years to come."

"It takes an appreciation of football and the club's history, but also a blockchain that’s powerful, decentralised, resilient and scalable to do it. That's Tezos," Edwards added.

In 2020, Manchester United partnered with Mondelēz International, and the collaboration kicked off with an activity to support Cadbury’s “Donate Your Words” campaign. “Donate Your Words” is a UK initiative to highlight the issue of loneliness among the older generation.

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