Cryptocurrency, blockchain technology, and NFTs are changing how sports clubs are funded and how they engage their supporters. Technology that was previously associated with investments and digital artwork has now become part of clubs’ business models, especially in football.
Already today, the blockchain is used to sell tickets, manage sponsorship income and create digital player profiles. At the same time, NFTs open up new types of supporter products, exclusive memberships, and digital trading cards. With over $1.5 billion invested in crypto sponsorship globally, the development signals that the sports club of the future is not just built on turf and audiences, but on code, crypto, and digital contracts.
What is crypto, blockchain, and NFT
Cryptocurrencies are digital assets that are used for payments, savings or investments – without having to go through a traditional bank. Instead, the transactions are sent via decentralized networks, making them both faster and cheaper.
The blockchain is the technology that underpins cryptocurrency. It is a digital system that stores data in secure, transparent and tamper-proof chains. In sports, this means that everything from tickets to player performances can be stored and tracked digitally.
NFTs (non-fungible tokens) are unique digital proofs of ownership that are stored on the blockchain. In sports, NFTs are already being used to sell things like digital player cards and match tickets. Unlike regular cryptocurrency, which is interchangeable, an NFT is unique and can represent a specific player, ticket, or other digital asset.
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How do clubs use blockchain in practice?
An example is smart contracts, where players are paid salaries or bonuses automatically as soon as certain conditions are met, completely without intermediaries. Also, sponsorship income can be distributed automatically, so that all parties (club, player, agents) receive their share in real time.
When it comes to scouting and talent development, the blockchain offers a new level of fairness. Player achievements can be stored as immutable records, giving young talent a fairer chance of being discovered, regardless of their geographic location or financial background.
A practical example is the company Blockchain Sports, which in 2025 launched a system where young athletes can upload their performances, have them verified and be connected to clubs looking for new players.
Cryptocurrency as a payment and sponsorship platform
Since 2021, crypto companies have invested over $1.5 billion globally in pure sponsorship of various sports, with major partnerships notably in the Premier League, La Liga, NBA, and Formula 1.
For sports clubs, this means new opportunities for funding. Crypto platforms can quickly transfer sponsorship contributions without delays via banks or high transaction fees. The club can either exchange the cryptocurrency directly for fiat, or keep part of the funds in digital assets that could potentially increase in value.
For fans and supporters, cryptocurrency enables a more direct relationship with the club. Through token-based systems, supporters can pay for tickets, supporter equipment, or memberships – often with access to exclusive bonuses such as loyalty points or fan rewards.
Challenges and risks of crypto and NFTs
Despite the great opportunities, there are also challenges in integrating crypto into the sports sector.
Volatility
One of the biggest risks is volatility. The value of cryptocurrency can fluctuate sharply in a short period of time, making it uncertain for clubs to hold on to or receive sponsorship income in crypto. A sponsorship deal that looks favorable today can lose much of its value tomorrow.
Technological barriers
There are also technological barriers. Many clubs lack the in-house expertise to handle blockchain technology or NFT platforms, which increases the reliance on external actors and thus the risk of errors, misunderstandings, or security breaches.
Policies and regulations
Regulations are another uncertainty factor. Cryptocurrency and NFTs are in a legal borderland in many countries, where future legislation could affect how the technology can be used in sports.
In addition, there has been criticism from supporters, especially when clubs have launched NFTs that are perceived as unnecessary, expensive, or greedy. When the technology is not communicated clearly and with value to fans, it can be perceived as an attempt to commercialize loyalty rather than build genuine engagement.
What do the experts think about the future of cryptocurrency in sports?
Experts agree that crypto, especially in the form of NFTs, will play an increasingly important role in the world of sports. The latest statistics from Deep Market Insights and Verified Market Research show that the global market for sports-related NFTs already amounts to between $2.7 billion and $3.3 billion in annual transactions.
Forecasts point to continued strong growth, during 2025, sports NFTs are expected to generate $3.34 billion, with a possible increase to close to $9 billion by 2030.
The focus is particularly on digital collectibles, match tickets and exclusive club assets – products that already engage millions of users around the world.
Deloitte’s 2025 industry report also highlights that NFT technology’s role in creating deeper fan engagement and new revenue models is growing rapidly in the sports sector. By offering fans digital ownership, exclusive benefits and increased participation in the club’s ecosystem, the relationship between club and supporters becomes far more interactive than before.
