To promote enhanced fan engagement and experiences, the NFL is excited to announce the establishment of two programsenabling Clubs to leverage Non-Fungible Tokens (NFTs).
- Ticketing NFT Program – For select games, tickets purchased through the NFL ticketing network (Ticketmaster, StubHub, SeatGeek) will be eligible to receive a free NFT, contingent on game attendance and subject to certain restrictions. Additionally, all 32 Clubs will have an NFT available for purchase in the marketplace.
- Fan Engagement NFT Program – In partnership with Dapper Labs, opportunity to release a digital video collectible of NFL video highlights. Fans can buy, own & trade their favorite moments. Club-themed NFTs of static (e.g., art, images) Club IP to be created in conjunction with Clubs and minted by Dapper Labs. Further details to be shared in the coming days
NFTs are an emerging technology, representing digital certificates of ownership for an assigned digital asset. They are built on blockchain technology and offer unique benefits, including reduced counterfeit risk, IP monetization and transferability.
The following FAQs address the Ticketing NFT Program referenced above.
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TICKETING NFT PROGRAM
There are two components of the Ticketing NFT program:
- Select Clubs/games will be eligible for NFTs that are specific to those matchups ("Matchup-Specific NFTs")
- All clubs, regardless of whether they host a selected game, will have NFTs available in the Ticketmaster marketplace ("All-32 Club NFTs")
The following FAQs is broken out into the following sections:
- General: information applies to both Matchup-Specific NFTs and All-32 Club NFTs
- Matchup-Specific NTFs: applies only to clubs hosting a selected game
- All-32 Club NFTs: applies to all clubs (including yours) that will have a single NFT each available for purchase in the Ticketing marketplace
General:
What is the goal of the program?
- Key goals include:
- Driving ticket sales, fan engagement, and behavior (e.g., attendance)
- Gathering key learnings for future NFT programs
Is the League selecting specific clubs for the ticketing NFT opportunity, or is this applicable to all clubs?
- The League is selecting a subset of clubs for the Matchup Specific NFTs (selected game schedule attached).
- Clubs not selected for the Matchup-Specific NFTs will still be able to participate with respect to the All-32 Club NFTs, and may be selected for future ticketing NFT executions
- All clubs may also explore the Fan Engagement NFT Program opportunity with Dapper; as noted above, additional information on this program will be shared in the coming days.
How is the Ticketing NFT marketplace set up in relation to the Fan Engagement marketplace?
- The Ticketing marketplace will be powered by Ticketmaster, separate from the Fan Engagement marketplace powered by Dapper, and be League-level and NFL-branded. We are evaluating future opportunities for club-specific marketplaces.
Once the Ticketing NFT's are delivered to purchasers, where does the NFT live?
- NFTs will live in the fan's wallet within the League Marketplace powered by TM (separate from the Dapper marketplace).
Will fans be able to transfer their League Ticketing NFTs to someone else?
- Yes, fans can transfer their NFTs to someone else by clicking the "Give" button and filling out the receiver's email address.
Will fans be able to sell their League Ticketing NFTs?
- Yes, fans can sell their NFTs by clicking on the "Sell" button and setting a price for which they want to sell their NFT. Resale amounts will be capped at $10,000.
Will fans be able to transfer their League Ticketing NFTs to other wallets?
- Yes, although fans are encouraged to retain their NFTs within the Ticketmaster wallet/marketplace.
How will these League Ticketing NFTs be promoted?
- The League is working with Ticketmaster on an overarching marketing and communication plan (e.g., press release, O&O assets, etc.). Clubs should also leverage their O&O channels, as well as local media outlets, to promote their specific games.
Will the Clubs receive "excess" NFTs?
- Based on Club feedback, the League will be making available a select number of additional NFTs to all Clubs to use at their discretion. Note that all emails provided will need an associated Ticketmaster account in order to access the NFTs.
- All-32 Club NFTsApplicable to all Clubs
- 20 additional NFTs will be provided to each Club (beyond the 100 available for purchase in the marketplace)
- One of the 20 is to be provided to your Fan of the Year Winner
- The remaining 19 can be used at each Club's discretion (surprise & delight, STM giveaway, social contest, etc.).
- Match-Up Specific NFTsApplicable to Clubs hosting games with Match-Up Specific NFTs
- Up to 25 Club staff can be added to the postgame NFT distribution to go through the same claim process as eligible fans
- Approx. 1K additional NFTs will be minted and provided to Clubs for any fan mitigation issues
Who will be responsible for fan support? What are the points of contact?
- Clubs will be the first point-of-contact for their respective fans. For technical questions, fans should be redirected to Ticketmaster's customer support (NFLTicketmasterNFT@nfl.com).
- Fan FAQ Page: https://blog.ticketmaster.com/nfl-virtual-commemorative-tickets/
Who should I contact with questions?
- For all other questions regarding the Ticketing NFT pilot program, please contact Sam.Rubinroit@nfl.com
Matchup-Specific NFTs:
Who is eligible for the Matchup-Specific NFTs?
- Matchup-Specific NFTs will be available to all season ticket members, single-game buyers, and secondary purchasers within the NFL ticketing network (Ticketmaster, SeatGeek, StubHub) who attend the game. Only one NFT is available per order, regardless of the number of tickets purchased. Only ticket purchasers – not ticket transferees – are eligible to receive an NFT. For example:
- If a fan purchases four tickets and transfers away three of them, that fan will receive an NFT if they attend the game using their one remaining ticket. The ticket transferees will not receive an NFT.
- If a fan purchases four tickets and transfers away all of them, no NFT will be granted to that fan (or the fan's transferees).
- If a fan purchases one ticket and does not attend, no NFT will be granted to that fan.
- If a fan purchases two tickets and attends the game, and both tickets are scanned on the same device, the NFT will be issued to the account holder/ticket buyer.
Will Suite Holders and Group Ticket Purchasers be eligible for the Matchup-Specific NFTs?
- As explained above, only one NFT will be available per order, regardless of the number of tickets purchased. Only ticket purchasers – not ticket transferees – are eligible to receive an NFT. In this case, for example:
- If a fan purchases a suite, does not transfer at least one ticket and attends the game, that fan will receive an NFT. All other suite guests will not receive an NFT.
- The same logic follows for the group ticket purchaser.
Are all ticketing NFTs going to be the same, or will there be properties to make some rarer than others?
- To start, there will be a single ticket NFT for all eligible fans. We anticipate future executions to have tiered NFTs to drive scarcity/rarity, as well as potential gamification.
Will the Matchup-Specific NFTs have a cost for fans to purchase?
- No – these NFTs will be paired with tickets free of charge. However, fans may opt to resell these NFTs within the Ticketmaster marketplace.
How will fans receive their NFT?
- Following a game, account holders who attended the game will receive a link via email to redeem their NFT. Fans will log in to a Ticketmaster account to access their wallet and view the Ticketmaster marketplace.
How soon will the NFT be issued following the game?
- Fans eligible for the NFT should be notified to claim their NFT once the game is over. However, some NFTs might require manual minting which can take a few days.
All-32 Club NFTs:
What are the All-32 Club NFTs?
- These NFTs will not be specific to select game matchups referenced above, will represent each club, and will be available for purchase in the Ticketing marketplace.
Who is eligible for the All-32 Club NFTs?
- 25 of the NFTs will be held by the League / Clubs for promotional use
- 100 will be available in the Ticketmaster marketplace to all fans for a price of $10, which can then be resold (at a price of up to $10,000, set by the seller)
Are the All-32 Club NFTs going to be the same, or will there be properties to make some rarer than others?
- Each club will have the same pre-determined quantity of NFTs available for sale in the Ticketmaster marketplace. It is anticipated that future NFT executions will have tiered NFTs to drive scarcity/rarity, as well as potential gamification.
Will the NFTs have a cost for fans to purchase?
- Yes – the All-32 Club NFTs will be available for fans to purchase for $10 within the Ticketmaster marketplace.
How will fans receive their NFT?
- Once a fan purchases the NFT through the Ticketmaster marketplace, that NFT will be minted and added to the fan's wallet.
