Weekly Web3: 2024.11.16
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Servus and welcome back!
This week we're taking another look at the ATP's Web3 campaign "Momentum". We're also going to talk about a collaboration of McDonald's and Doodles, Watford FC's digital equity sale and a new member of Bitpanda's sport sponsorship portfolio.
Let's dive into this 🐬
🎾 ATP's Momentum. Some numbers.
Last week we talked about "Momentum" which is ATP's Web3 campaign for the current ATP Finals. In short, fans can claim digital memorabilia for each game, created based on the game's data. There are 15 (14 matches + 1 community) memorabilia available to claim for free. All of them are only available within a limited timeframe.
(Check out last week's edition to get more details on the campaign: Link)
Since the campaign not only already started but is almost over, I wanted to get into some interesting numbers:
🍟 Doodles x McDonald's
McDonald's has partnered with the Web3 brand Doodles to launch the "GM Spread Joy" campaign, introducing limited-edition McCafé holiday cups that include a Doodles' like pastel artwork. Starting November 18, customers at participating U.S. locations can get the cup but also access to exclusive digital collectibles such as accessories for Doodles avatars and special animated content. The collaboration also includes co-branded apparel and a new song titled "Good Mornin" by Marley Bleu, produced by Pharrell Williams, a former McDonald's crew member and Doodles' Chief Brand Officer. Link
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⚽️ Watford FC sells itself via the blockchain
Back in June this year we had a look at English EFL Championship team Watford FC's plans to sell 10% of the club to fans and investors. They teamed up with digital-asset investment firm Republic for that. By now there are some more details available. The football club offers true ownership shares via digital equity. Those shares can be tokenized on the Avalanche network and offer benefits beyond being stakeholder of the club.
Owners of tokenized shares will get access to exclusive benefits such as special "owner" meetings, match day experiences and other benefits throughout the stadium. Shareholders won't have any voting rights, but are eligible for dividends.
Avalanche, the chosen blockchain, also reported that are plans to enable trading of those digital equities. Link
🧠 Some thoughts:
Back in June I wrote "It will be interesting to see if there will be tokens attached to it and if those go beyond investment into a more engagement driving tool - especially because there will be no voting rights for the digital shares of fans.". The token part just got clarified. However, when it comes to the engagement part, it doesn't seem as engagement-focussed as I kind of hoped. It could have been very interesting to combine the digital equity sale with a campaign taking place beforehand that kind of provides a "Proof of Fandom" enabling world-wide fans participating in the sale based on wether they're a fan or not.
Providing fans with extra benefits that go beyond potential financial ones seems like a sensible thing to do. Beyond that it will be very interesting to see if this ownership-aspect is able to further enhance fan-club-relationship.
🎾 Bitpanda sign Alex Zverev as an ambassador
We've talked about Bitpanda and what they've been up to in terms of sport sponsoring. (You can find a link for this article here) What sticks out in that strategy is a strong focus on tennis. Bitpanda has sponsored several tournaments and works with two athletes, Stanislas Wawrinka and Dominik Thiem, as brand ambassadors. Last week another one was added to this portfolio. Alex Zverev will be a Global Ambassador for Bitpanda, will wear the company's logo on his sleeve and will be part of further activations. Link