Repository logo
 

The Rise of NFTs in the Football Industry : Analysis of Fan Engagement and Digital Collectibles

Simple item page
dc.contributor.advisorKoç, Hasan
dc.contributor.advisorWood, Daniel
dc.contributor.authorSara Michelle Dongmo
dc.contributor.departmentFaculty of Business Administration
dc.contributor.otherBerlin International University of Applied Sciences
dc.date.accessioned2024-01-15
dc.date.accessioned2025-11-28T13:27:24Z
dc.date.available2025-11-28T13:27:24Z
dc.date.issued2023
dc.description.abstractAI-GENERATED ABSTRACT: 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-collectorsen
dc.description.degreeBA
dc.description.tableofcontentsMACHINE-GENERATED CONTENTS NOTE: 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...................................................................................................31en
dc.identifier.urihttps://repository.berlin-international.de/handle/123456789/804
dc.language.isoeng
dc.subjectCollectors
dc.subjectEnjoyment
dc.subjectFootball
dc.subjectNft Creators
dc.subjectNon-Collectors
dc.subjectNon-Fungible Tokens
dc.subjectBlockchain Technology
dc.titleThe Rise of NFTs in the Football Industry : Analysis of Fan Engagement and Digital Collectibles
dc.typeThesis

Files

Original bundle
Now showing 1 - 1 of 1
No Thumbnail Available
Name:
60922.pdf
Size:
824.7 KB
Format:
Adobe Portable Document Format
Download

Collections

Undergraduate Theses
*formerly known as BAU International Berlin - University of Applied Sciences
©2024 Berlin International University of Applied Sciences |Legal Notice|Privacy policy