Blockchain Meets Football: Gate.io and Inter Milan Redefine Fan Engagement with NFTs, Crypto, and Exclusive Experiences
Inter Milan has teamed with Gate.io, a well-known cryptocurrency platform, in a move that demonstrates the expanding importance of blockchain in the sports industry. FC Internazionale Milan’s Chief Revenue Officer, Luca Danovaro, discusses how this partnership is positioned to improve the team’s digital strategy and bring supporters closer to the game through the creative application of blockchain and cryptocurrency.
Blockchain and Cryptocurrency: A New Frontier in Inter Milan’s Marketing Strategy
For Inter Milan, embracing blockchain technology is not just a trend but a strategic move that aligns with the club’s mission to innovate and stay connected with the younger generation of fans. According to Luca Danovaro, blockchain and NFTs are crucial tools for engaging with these new audiences, particularly Gen Z.
“Blockchain and NFT are tools for engaging with new generations. In our marketing mix, it’s important because we want to innovate all the time,” Danovaro explains. One significant area where blockchain can play a role is in ticketing. Currently, ticket sales represent a major source of revenue for football clubs, but Inter Milan envisions a future where the ticket itself becomes more than just an entry pass. Through the use of NFTs, these tickets could transform into digital assets that offer fans unique experiences long after the game has ended.
“In the future, ticketing could be not just the amount of money you buy a ticket for, but also, after the game, the tickets could, through NFTs, be valuable for creating another experience,” says Danovaro. This approach not only deepens fan engagement but also opens new commercial opportunities for the club by giving access to exclusive, post-match experiences.
Fan Education: Bridging the Gap Between Sports and Digital Finance
While blockchain technology offers exciting new possibilities for football clubs and fans alike, Danovaro stresses the importance of education in bridging the gap between sports and digital finance. Many fans are still unfamiliar with the intricacies of blockchain, NFTs, and cryptocurrency, and Danovaro sees this partnership as an opportunity to create awareness and understanding.
“Education is important to create awareness and to avoid people being scared of something they don’t know. Together with Gate.io, we’re planning activities to go to universities to talk about what NFTs, crypto, and blockchain mean and how they can help develop the business of sports,” he notes.
The goal of these educational initiatives is twofold: to demystify the technology and to show how it can be applied across various industries, from healthcare to education. For Inter Milan and Gate.io, universities serve as an ideal platform to start these conversations, helping younger generations understand the role of blockchain in shaping the future of sport.
Expanding Partnerships: Fan Tokens and Beyond
Inter Milan is no stranger to blockchain partnerships. The club has already seen success with its partnership with Socios, a blockchain-based platform that offers fan tokens. These fan tokens have provided supporters with unprecedented access to key moments in the club’s history, including voting on the anthem played before the final of the Super Cup—a fan-driven innovation that Danovaro describes as groundbreaking.
“For the first time ever, fans decided on the anthem for a key moment like a Cup final. That was something innovative,” says Danovaro. He adds that fan token holders have also enjoyed exclusive experiences, such as traveling with the team or sitting next to players, making what was once unimaginable reality for devoted fans.
Danovaro hints that Inter Milan will continue to explore partnerships with other blockchain platforms, with the goal of enhancing fan engagement and offering even more interactive opportunities in the future.
The Future of Blockchain in Football
Inter Milan continues to incorporate blockchain technology and cryptocurrencies into its business plan. Inter is not only embracing the digital revolution of sports with its relationship with Gate.io and other blockchain platforms, but it is also leading the charge in educating fans and opening up new experiences using blockchain technology.
