Owners of some of these digital files will receive tickets to attend the prestigious ceremony, usually closed to the public.
The L’Équipe group enters the Web3 by relying on its most famous resource: the Golden Ball. The award ceremony for the best players, conceived in 1956 by France Football and broadcast today in more than 200 countries, it will create a collection of NFTs. These will be inspired by pyrite, the rare mineral that forms the basis of the famous reward.
Three of these unique digital objects will open access to a unique experience: attending the 2022 Ballon d’Or awards ceremony on October 17. This event is usually closed to the public. “We cover the transport costs to Paris, from anywhere in the world. The owners of these NFTs will be staying in the same hotel as the players, will walk the red carpet and have access to the cocktail“, Explains Émilie Montané, director of strategy and development of the l’Équipe group. These three NFTs, created by artist Léo Caillard and named “True Pyrite”, will be auctioned on September 15th with a minimum price of € 999 each.
Access to the ceremony for twenty years
Another 2022 NFT collection, the “Pyrite Fragments”, will go on sale at the end of October for a fixed price of 249 euros. A presale, with a reduced price of 199 euros each, will be open to people registered for a “white listthanks to various operations organized by the l’Équipe group. “Owners of these NFT 2022 will receive preview information, in the form of newsletters or video content, and will be able to participate in competitions.“, Continues Émilie Montané.
Some NFTs for sale will open access to other benefits, the most prestigious of which will be granted access to the Ballon d’Or ceremony for twenty years. Like a lottery ticket, shoppers won’t know until November 3 if they’ve hit the jackpot.
Finally, on 8 November, two more NFTs by artist Léo Caillard will be auctioned during the l’Équipe group’s annual art photo sale. Their owners will have access to the 2023 Ballon d’Or ceremony.
Offer real rewards
The L’Équipe group could have offered similar benefits to its readers without going through NFT. But he saw it as an opportunity to experiment with new technologies. “We want to understand Web3. It would be a shame for a group like ours, powerful on digital, not to invest in this field“Explains the director of strategy.
Before the launch, the media group took a long time to observe this sector. “We have learned that you shouldn’t ask too much money for NFTs and that they should offer rewards that make you want them“, keep on. The group made sure to use an energy-efficient blockchain, Tezos, and surrounded itself with Door-Sport, a creative agency dedicated to sports and Web3. The operation will also be promoted by influencers linked to the crypto and web3 universe.
The timing of the launch of these NFTs may come as a surprise. After a period of euphoria, the cryptocurrency market plummeted in 2022. “There was a speculative phenomenon. Now the market is stabilizing: there are as many buyers, but the prices are not so crazy anymore“, Explains Émilie Montané. The NFT collection also accompanies the new formula of the Golden Ball ceremony. Each winner will start with a digital twin of their trophy. “They will own this NFT and can do whatever they want with it. It is a strong element of communication.“
If all the “Fragments of pyrite” find buyers, the sale will generate more than 500,000 euros, to which the proceeds of the two auctions will be added. In case of resale of the NFTs on the secondary market, the Team will charge a commission of 7.5%. Part of the profits generated by the operation will be donated to the Fondaction l’Équipe, which supports projects of general interest related to sport.
The Ballon d’Or is making a foray into the Discord social platform as well, and has attracted more than 2,000 people to this next-generation forum in one week. “This network reaches a very young and very busy community of football fans and new uses related to the Web3»Stresses Émilie Montané. “We will work with this new audience and learn.“