NFT: Werder offers digital jersey collection: what it means


Werder Bremen is the first club in the 2. Bundesliga to dare to present a complete jersey collection in digital form – on an NFT basis. What this means is shown in our overview.

What are NFTs?

“Non-Fungible Tokens” (NFT) are basically nothing but unique digital items. NFTs can be seen as a kind of digital proof of ownership or proof of authenticity. However, unlike cryptocurrencies such as bitcoins, NFTS cannot be exchanged with each other. They are rather individual, unique and therefore strongly dependent on the rarity value and above all on the respective demand in terms of price. This means: Without suitable stakeholders, NFT sales are more than difficult.

What does this mean for fans?

Werder Bremen fans are likely to encounter non-fungible tokens more often in the future. From April 13, Werder offers a first digital jersey collection. In collaboration with the Munich start-up “The Football Company” (TFC), “virtual merchandising items are created to be offered and used in the marketplace in the TFC app,” says the Werder website.

The partnership between Werder Bremen and TFC will include creating current jersey collections for popular retro jerseys from the most successful decades of the von der Weser team’s more than 120-year club history. It is also about creating other NFT items that are officially licensed.

What are investors hoping for from NTFs?

Conversely, it also means that if demand is very high, the price of NFTs can rise rapidly in a very short time. Many investors are hoping for this, not least Werder Bremen, which can open up a whole new market with the digital jersey collection.

In principle, a large number of “non-fungible tokens” can and must be distinguished. NFTs are usually presented as pictures or videos. In general, however, they can depict almost anything and are ultimately not limited to just one area. So NFTs can also be music, domain names or even virtual property.

What is the goal of Werder Bremen?

The club communicates that the “digital[n] Transformation in a globalized world ”. “Communication and consumer behavior” has, after all, changed enormously, especially among the younger target group. This is how Nico Hruby, Chief Digital Officer (CDO) at Werder Bremen puts it.

“Our claim is that we have the courage to break new ground. We have been following the development of NFTs for some time. We want to help shape them early, learn from them and constantly improve our offerings through feedback. to fans and partners, “Hruby will quote on the club’s website.

However, the critical consideration of the CO2 footprint, which is very important to Werder in its NFT commitment, is also emphasized there. In this regard, the partner TFC chose its technological basis “with care and foresight”. In fact, one would be more energy efficient than other solutions and would spend less energy on creating an NFT than doing a Google search.

How should the NFT jersey business work in practice?

The TFC app is free to download and fully usable without buying NFTs. People who do not want to invest money are therefore not excluded. Werder Bremen is already announcing in great style for the digital jersey collection and at the same time giving an insight into the concept. The jerseys with player names must have different added values ​​depending on the rarity of the jersey. These then range from point bonuses in the TFC app to exclusive meet-and-greet events. The virtual jerseys can be purchased in “duffle bags”. These are randomly composed packages with three jerseys each.

How do the fans react?

The big question: Will Werder Bremen’s virtual jerseys get a positive response from the fan community at all? Werder’s Twitter followers reacted very splitly to the announcement tweet and the short presentation video of the NFT collection. Sometimes there is helplessness as to what is really meant by NFT, sometimes the reaction to the announcement is pure misunderstanding and confusion.

“God, it would be nice if your own club did not participate in all the shit. Especially when it’s just bullshit, is just one of the reactions on Twitter.

Which clubs are also dependent on NTF products?

In addition to Werder Bremen, two current first division clubs, Eintracht Frankfurt and VfL Wolfsburg, have entered the world of NFT. While the Wolves offer players’ digital trading cards through the company “Fanzone”, the Frankfurt-based company offers a range of fan products. As with Werder Bremen, this also includes digital jerseys.

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