ExclusiveCrypto-assets: "Fan engagement and its monetisation, is a major challenge" (M. Tézenas, Sporsora)

"Fan engagement and its monetisation is one of the major challenges for all rights holders. We need to engage them as far away from their territory as possible, to create close links despite the different geographical areas," said Magali Tézenas du Montcel, managing director at Sporsora, to News Tank Football on 20/09/2021.

"In the same way that we have seen the rise of sports betting operators, we are now seeing the arrival in sport of this new industry specialised in crypto-assets. These operators aim to address another issue, that of fan engagement. The most interesting thing about these partnership models based on NFTs or tokens is the activation that will come from them," she explained.

"Through these operations, we can see that the idea is to bring the fans closer to the club via the players. The younger generation is more attached to the players, who, given the number of subscriptions on social networks, are also influencers, more so than their own club. By having a crypto-digital card of a player, fans have a sense of 'owning' a part of their favourite star. For clubs, it is…