NFT deals on behalf of German football league Bundesliga, combined with sticker and trading card licensing, will generate US$179 million in the 2023-2024 season, almost four times the current season’s value:
Three Partnerships to Power Revenue Growth
Bundesliga has partnered up with three different projects. Topps, which has officially licensed Bundesliga’s physical trading cards since 2008, is extending the NFT rights it acquired for the 2020/21 season. Sorare will extend the partnership it undertook in 2021 to create NFTs of Bundesliga players for fantasy football until 2025. And OneFootball has acquired the licensing rights for digital trading cards collections and video-based NFTs of Bundesliga highlights. In total, these NFT partnerships are set to grow revenue by 280 percent:
As a consequence of the pandemic, Bundesliga’s total revenues dropped by almost 400 million euros (US$423 million) across the 2020 and 2021 seasons. The new sources of revenue from the NFTs and collectibles deal is important for all the league’s teams, particularly lower-ranked teams that depend on ticket revenue.
According to Lucas von Cranach, founder and chief executive of OneFootball, “We couldn’t have imagined when we first started working with the Bundesliga that we would build the partnership and achieve official partner status.” He added:
Now as official partner of one of the most innovative leagues in the world, we have the chance to build an even longer-term relationship that gives us the chance to take tens of millions of football supporters from Web 2.0 to Web 3.0.
Lucas von Cranach, founder and CEO, OneFootball
The partnerships undertaken by the league mark an evolution in the Bundesliga’s nascent NFT strategy and will provide much-needed additional revenue. Bundesliga’s international chief executive, Robert Klein, said the short-term deals reflect what is a rapidly evolving market.
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