Beer brand Budweiser and sports apparel firm PUMA, both veterans in the sports sponsorship space, are combining their sponsorships with implementing non-fungible tokens (NFTs). They have partnered with former NBA player Dwayne Wade and Premier League club Manchester City respectively. Budweiser’s campaign will promote its zero-alcohol beer and PUMA’s will celebrate City’s tenth anniversary of its first league title.
All the parties involved in the projects are already familiar with NFTs. Budweiser and PUMA have launched previous collections focusing on their own brands. Wade dropped a collection with Dapper Labs last November, and City was on its third NFT drop by January of this year.
It was only a matter of time until NFTs made their way into sport sponsorships as part of promotional campaigns. If the projects are appropriately managed, they can help to transfer the “gloss” from the sports brand onto the sponsor.
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