How blockchain companies connect sports and NFTs for brand activation

During the past few years, blockchain companies have actively explored opportunities in sports marketing. Several prominent fintech brands have partnered with major sports organizations to launch innovative brand activation campaigns featuring digital collectibles. These efforts aim to deepen fan engagement, showcase emerging technologies, and amplify brand presence in the competitive sports and fintech ecosystems.

Below are five high-impact campaigns that exemplify this trend.

1. Cristiano Ronaldo & Binance brand activation campaign

Cristiano Ronaldo’s collaboration with Binance introduced fans to a series of NFT drops celebrating defining moments in his football career. The first collection, launched in November 2022, featured seven animated statues in escalating rarity tiers, with high-tier buyers receiving personalized messages and signed gear. In 2024, the partnership evolved with “Forever Skills,” a gamified drop that challenged fans to complete collecting tasks for the chance to win tickets, gear, or even a personal training session with Ronaldo. 

Binance aimed to use the so-called CR7 NFT collections campaign to drive mainstream adoption of Web3 technologies by leveraging Cristiano Ronaldo’s global fanbase. The campaign was designed to educate fans about NFTs, reward loyalty through exclusive perks, and position Binance as one of the leading platforms for accessible, celebrity-driven digital collectibles.

Technology and implementation:

• NFT Marketplace: Binance NFT, facilitating the sale and auction of Ronaldo’s NFT collections.
• Smart Contracts: Implemented to manage NFT rarity levels, ownership rights, and associated perks.
• The inaugural collection featured seven animated statues across four rarity levels, each offering unique benefits such as personal messages from Ronaldo and exclusive merchandise.
• Subsequent collections introduced gamified elements like “Collect to Earn” and “Fastest to Collect,” incentivizing fan participation through rewards like match tickets and meet-and-greet opportunities.

The campaign brought millions of football fans into the NFT space and positioned Binance as a mass-market Web3 gateway, using Ronaldo’s global appeal.

2. Golden State Warriors & Coinbase brand activation campaign

In January, 2025 Coinbase and Golden State Warriors launched a live-game NFT activation built around an exclusive digital collectible. 

Developed by Noomo Agency, a mobile-first microsite let fans mint a limited-edition Warriors NFT on Coinbase’s Base network. 

The first 200 participants received a custom jersey, while more than 1,600 attendees minted the collectible directly from their phones. The campaign was designed for simplicity and speed, making it accessible even to fans unfamiliar with blockchain.

Technology and implementation:

• Noomo Agency developed a mobile-first, 3D interactive microsite optimized for in-stadium Wi-Fi and mobile devices. It featured an intuitive user interface for fans unfamiliar with blockchain technology.
• The microsite provided a smooth NFT minting experience for fans. It seamlessly integrated with Coinbase Wallet for authentication and NFT storage.
• Real-time minting of NFTs during the live game event, allowed fans to claim their digital collectibles instantly.

The campaign successfully connected real-time sports excitement with blockchain-based ownership, offering fans a sense of participation in the game’s narrative. It also reinforced Coinbase’s role as a tech-forward partner to sports brands.

3. Paris Saint-Germain (PSG) & Crypto.com: brand activation and loyalty engagement campaign

In 2024, PSG partnered with Crypto.com to launch Concorde, a dedicated Web3 platform designed to celebrate key achievements in the club’s recent history. The platform debuted with five digital collectibles tied to PSG’s 2023–2024 season milestones. Collectibles came in different rarity levels and offered fans access to perks such as signed jerseys and behind-the-scenes content. 

By blending PSG’s rich legacy with blockchain-based rewards, the campaign created a new kind of digital memorabilia for supporters worldwide.

Technology and implementation:

• The platform used Crypto.com’s proprietary blockchain infrastructure, supporting NFT creation and transactions.
• It utilized smart contracts to manage the issuance, ownership, and transfer of NFTs, as well as to unlock exclusive fan rewards.
• The “Concorde” platform offered a user-friendly interface for purchasing and managing digital collectibles.

By blending traditional fan memorabilia with blockchain technology, the campaign brought long-term fan engagement and deepened loyalty through digital value.

4. Manchester United & Tezos brand activation and platform adoption campaign

With the launch of “Fantasy United” in 2024, Manchester United and Tezos combined digital collectibles with fantasy sports gameplay. Fans could collect player cards as NFTs (each with rarity levels and stats tied to real-world performance) and compete in fantasy matchups with leaderboard incentives. 

The platform rewarded top participants with signed merchandise and exclusive experiences, and it positioned blockchain as a natural extension of the fantasy football experience. The campaign offered a new layer of engagement for supporters, turning matchday knowledge into digital rewards.

Technology and implementation: 

• NFT-based player cards representing Manchester United first-team players, issued on the Tezos blockchain known for its on-chain governance and smart contract capabilities.
• Fans could collect, trade, and utilize player NFTs within the fantasy game, with card rarity and player performance affecting gameplay.
• The platform offered rewards such as signed memorabilia and exclusive experiences, enhancing fan engagement through interactive gameplay.

The campaign blended play-to-earn mechanics with traditional fantasy football, expanding Tezos’ reach within the sports and gaming community.

5. LA Clippers & Coinbase brand activation campaign

In a separate campaign, Coinbase and the LA Clippers rolled out a digital collectible experience tied to live in-game action. 

The experience was built to be fast, mobile-first, and closely aligned with the live flow of the game. As the action on the court intensified toward a last-second win, fans could instantly claim a unique on-chain NFT. It was not only as a digital collectible, but also as access to real-world rewards like exclusive jerseys and the opportunity to meet Kawhi Leonard during the game. It was Web3 activated in real time, right in the center of the arena.

Technology and implementation: 

• Designed for mobile devices, the microsite featured animations and interactive elements reflecting the Clippers' branding.
• Fans could claim digital collectibles tied to specific moments, enhancing engagement by linking real-world events to digital rewards.
• The campaign utilized Coinbase’s NFT infrastructure to issue digital collectibles.

The campaign successfully connected real-time sports excitement with blockchain-based ownership, offering fans a sense of participation in the game’s narrative. It also reinforced Coinbase’s role as a tech-forward partner to sports brands.

These verified campaigns showcase how fintech companies are leveraging digital collectibles and real-time technologies to revolutionize sports marketing. Whether through exclusive NFTs, live-event microsites, or gamified fan experiences, these brand activations reflect a new era of engagement.

How to launch a successful brand activation campaign for blockchain brands

1. Define the strategic objective
Start by identifying the campaign’s core goal whether it’s user acquisition, brand positioning, or loyalty building. This focus should guide every creative and technical decision.

2. Partner with the right cultural (entertainment, sports) property
Align with a sports club, athlete, or event whose fanbase matches your brand's target audience. Authenticity and cultural relevance drive higher engagement.

3. Collaborate with a creative agency that has expertise
Bring in a specialized agency with experience in experiential design, interactive tech, and entertainment branding. They’ll ensure your campaign looks premium, feels intuitive, and delivers on both creative and business goals.

4. Make the tech invisible
Design a smooth experience that abstracts away blockchain jargon. Wallet integration, minting, and access to rewards should be seamless, even for first-time users.

5. Offer tangible value
Digital collectibles should unlock real benefits such as exclusive merch, VIP access, or gamified incentives. Tiered rewards and limited drops boost perceived value and urgency.

6. Build for conversion, not just buzz
Use the activation to capture emails, drive wallet sign-ups, or convert fans into platform users. Integrate post-campaign follow-ups and sharing mechanisms to extend reach.

7. Ensure scalability and real-time support
Anticipate peak load times (especially during live events) and have both backend infrastructure and support teams ready. A smooth experience directly reflects on your brand’s reliability.

As blockchain and fintech brands seek new ways to build loyalty and reach mainstream audiences, sports partnerships and digital collectibles have proven to be powerful tools for brand activation. 

The campaigns above not only showcase technological innovation but also create memorable, value-driven fan experiences. When executed with the right creative partners, cultural alignment, and user-centric design, they can turn fleeting moments into lasting brand equity.

More about brand activation:

• Noomo Beat - an immersive 3D AI audiovisual experience for brand activation. Read Case Study.
• Brand activation experience for AI.IO | INTEL.
• Digital storytelling as the main way to tell your brand story.
• 5 immersive brand activations that drove engagement.
• Brand Strategy for Web3: Сreate brand identity for the future.