Global fantasy football game Sorare has added another major football club to their roster, as current Scottish Premiership leaders Celtic FC become the latest team to release digital player cards via the platform.
The Non-Fungible Token (NFT) launch marks Celtic’s debut in the cryptocurrency space. In addition, the club outlined its core goals to further engage with their worldwide fan base and with gamers. Celtic plans to strengthen its branding internationally, in ‘fast-growing markets’ such as Asia and the Americas.
Opening up new revenue streams is also a key motivator behind the club’s entry into the blockchain-based digital assets. The Sorare platform has been leveraged by a total of 240 football clubs including Liverpool, PSG and Real Madrid, as well as football leagues such as La Liga and Major League Soccer (MLS).
Adrian Filby, Celtic Commercial Director, said: “Today’s partnership is a fantastic opportunity to enhance Celtic fans’ relationship with the club and help them feel closer to their favourite players by giving them a chance to own and play with their online cards in a fantasy game environment every week.
“Celtic is also constantly identifying new and exciting opportunities to strengthen the club’s international brand and reach and engage Celtic fans from around the world, and we are delighted to be partnering with Sorare to achieve that with their global platform.”
Celtic’s NFT launch on Sorare means that their fans, collectors and fantasy football players using the platform will be able to collect, play and trade digital cards of Celtic players.
Featured Celtic footballers in the release will include James Forrest, the club’s current longest serving player, as well as team captain Callum McGregor and striker Kyogo Furhashi. The club continues to lead the Scottish Premiership table – although losing their place in the Scottish Cup earlier this month to arch-rivals Rangers FC.
For Sorare, the addition of Celtic represents another step in its global expansion strategy. The platform’s intent is to onboard the top 20 football leagues globally in order to build ‘true connections’ between supporters and players.
“Sorare’s goal is to build the next sports entertainment powerhouse, and that means partnering with the most iconic and storied football clubs in the world,” added Nicolas Julia, CEO and Co-Founder of Sorare.
“As one of the world’s most decorated and successful teams, Celtic are no exception to this, and we’re thrilled to partner with them and enable fans at home and abroad to collect, trade and play their favourite players from this truly special club.”
Insider Analysis – leveraging NFTs/digital fan tokens is becoming an increasingly common occurrence in modern football, as clubs look to bolster their revenues and find new ways to engage with players – a trend accelerated by the lockdowns of the past two years.
These developments have not gone uncriticised, however – in October of last year the UK Gambling Commission (UKGC) launched an investigation into Sorare to evaluate whether the firm’s business could be classified as a form of gambling.
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