Publication: The Rise of NFTs in the Football Industry: Analysis of Fan Engagement and Digital Collectibles
| dc.contributor.advisor | Koç, Hasan | |
| dc.contributor.advisor | Wood, Daniel | |
| dc.contributor.author | Sara Michelle Dongmo | |
| dc.contributor.department | Faculty of Business Administration | |
| dc.date.accessioned | 2024-01-15 | |
| dc.date.accessioned | 2025-11-28T13:27:24Z | |
| dc.date.available | 2025-11-28T13:27:24Z | |
| dc.date.issued | 2023 | |
| dc.description.abstract | Non-fungible tokens (NFT) were adopted by the sports industry following the COVID pandemic as an innovative alternative to engage with the fan communities all over the world. In the context of football, the technology is used to create digital collectibles, such as tradable content pieces or memorabilia, and fan tokens. The holder of such assets would then enjoy exclusive benefits. The goal of this research is to gain a better understanding of the asymmetry this technology creates in an enjoyment perspective among football fans in Germany. Semi-structured interviews were conducted with three representatives of companies working as NFT creators in the market. The revised version of the Unified Theory of Acceptance and Use of Technology (UTAUT2) was used to outline the interview questions and to evaluate the level of adoption of the technology in the German football industry. Results showed that NFTs indeed increase the level of enjoyment of football fans, mostly due to their utility and benefits. However, as we are still in the early implementation of this innovation, criticism over the intrinsic value of NFTs has been raised. Sports institutions should reflect on it in order to improve their offerings in the future. Keywords: blockchain technology, non-fungible tokens, football, enjoyment, NFT creators, collectors, non-collectors | en |
| dc.description.degree | BA | |
| dc.description.tableofcontents | Table of Contents abstract.........................................................................................................5 1. Introduction.............................................................................................6 2. Literature Review.....................................................................................9 2.1. Blockchainches.......................................................................................9 2.2. Non-fungible Tokens (nft).........................................................10 2.2.1. Fungibility...............................................................................10 2.2.2. Tokenization............................................................................10 2.3. Use Cases of Nfts.........................................................................11 2.3.1. Digital Collectibles.................................................................11 2.3.2. Fan Tokens.............................................................................12 2.3.3. Football Leagues Post-pandemic Situation..............................14 3. Methodology..........................................................................................16 4. Findings.................................................................................................19 4.1. Performance Expectancy.................................................................19 4.1.1. Positive Performance...............................................................19 4.1.2. Negative Performance.............................................................20 4.2. Effort Expectancy...........................................................................20 4.3. Social Influence..............................................................................21 4.4. Facilitating Conditions.....................................................................21 4.5. Hedonic Motivations.......................................................................21 4.6. Price Value.....................................................................................22 4.7. Habit..............................................................................................22 5. Discussion.............................................................................................23 5.1. Contributions of Nfts on a Fan's Enjoyment...................................23 5.2. a Critical Overview of Nft Use Cases...........................................24 5.3. Limitations of This Research..........................................................25 6. Conclusion.............................................................................................26 7. Bibliography...........................................................................................27 appendices...................................................................................................31 | en |
| dc.identifier.uri | https://hdl.handle.net/20.500.14938/804 | |
| dc.language.iso | eng | |
| dc.publisher | Berlin International University of Applied Sciences | |
| dc.rights | In Copyright - Educational Use Permitted | en |
| dc.rights.uri | https://rightsstatements.org/vocab/InC-EDU/1.0/ | |
| dc.subject | Collectors | |
| dc.subject | Enjoyment | |
| dc.subject | Football | |
| dc.subject | Nft Creators | |
| dc.subject | Non-Collectors | |
| dc.subject | Non-Fungible Tokens | |
| dc.subject | Blockchain Technology | |
| dc.title | The Rise of NFTs in the Football Industry: Analysis of Fan Engagement and Digital Collectibles | |
| dc.type | Thesis | |
| dspace.entity.type | Publication | |
| local.institution.nameChangeNote | Issuing Body Note: BAU International Berlin University of Applied Sciences and Berlin International University of Applied Sciences are the former names of Whitecliffe University of Applied Sciences | |
| relation.isAdvisorOfPublication | 92ccdeae-8cba-4697-892a-fb58ada8e886 | |
| relation.isAdvisorOfPublication.latestForDiscovery | 92ccdeae-8cba-4697-892a-fb58ada8e886 |
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