The implementation and distribution of NFTs by Stade Toulousain were carried out in collaboration with Arianee, a company specializing in Web 3.0. This partnership enabled the creation and distribution of 18,754 free tokens, each linked to a stadium seat, thereby strengthening the fans’ sense of belonging. Additionally, 1,907 paid tokens were introduced, offering exclusive benefits to their holders.
The club’s NFT story is divided into three collections: the first featuring player cards, the second with replays of past actions from 1996 to the present, and the third with club assets. However, the third collection was not possible, as club merchandise must remain within the clubs.
To promote these NFTs, various communication strategies were employed. QR codes were spread throughout the stadium and displayed on giant screens, allowing fans to easily scan and collect their tokens. Targeted campaigns were launched via newsletters, social media, and specially designed billboards for the occasion. This multichannel approach maximized NFT visibility and encouraged wide participation from supporters, ensuring the initiative’s success.
To successfully launch and manage NFTs, it is crucial to define clear objectives that align with the brand’s DNA. The user experience must be simple and intuitive, allowing fans to easily navigate the new digital ecosystem. It is also essential to collaborate with experts in the creation and management of NFTs, ensuring a technically robust and reliable implementation.
Finally, NFTs should be integrated into a comprehensive customer loyalty and engagement strategy, enriching existing programs and offering unique benefits to token holders. Through this approach, NFTs are not just collectibles but also effective tools for strengthening the relationship between the brand and its fans.
