The group l’Équipe launches a collection of NFTs around the Ballon d’Or

The L’Équipe group is stepping into Web3 by relying on its most famous asset: the Ballon d’Or. The award ceremony for the best football players, created in 1956 by France Soccer and broadcast today in more than 200 countries, will give birth to a collection of NFT. These will be inspired by pyrite, the rare mineral that forms the basis of the famous reward.

Three of these unique digital objects will open access to a unique experience: attending the 2022 Ballon d’Or award ceremony on October 17. This event is usually closed to the public. “We cover transport costs to Paris, from anywhere in the world. The owners of these NFTs will stay in the same hotel as the players, walk the red carpet and have access to the cocktail“, explains Émilie Montané, director of strategy and development of the group l’Équipe. These three NFTs, created by the artist Léo Caillard and named “True Pyrite”, will be auctioned on September 15 with a floor price of 999 euros each.

Access to the ceremony for twenty years

Another collection of 2022 NFTs, the “Pyrite Fragments”, will go on sale at the end of October for a fixed price of 249 euros. An advance sale, with a reduced price of 199 euros each, will be open to people registered on a “white listthanks to various operations organized by the group l’Équipe. “The owners of these 2022 NFTs will receive information in preview, in the form of newsletters or video content, and will be able to participate in contests.“, continues Émilie Montané.

Some NFTs on sale will open access to other benefits, the most prestigious of which will be guaranteed access to the Ballon d’Or ceremony for twenty years. Like a lottery ticket, buyers won’t know until November 3 if they’ve hit the jackpot.

Finally, on November 8, two other NFTs by the artist Léo Caillard will be auctioned during the annual sale of art photos by the group l’Équipe. Their owners will have access to the 2023 Ballon d’Or ceremony.

Offer real rewards

The L’Équipe group could have offered similar advantages to its readers without going through NFTs. But he saw it as an opportunity to experiment with new technologies. “We want to understand Web3. It would be a shame for a group like ours, powerful on digital, not to invest in this field“explains the director of strategy.

Before launching, the media group observed this sector for a long time. “We learned that you shouldn’t ask too much money for NFTs, and that they should offer rewards that make you want to“, she continues. The group made sure to use an energy-efficient blockchain, Tezos, and surrounded itself with Door-Sport, a creative agency dedicated to sport and Web3. The operation will also be promoted by influencers linked to the crypto and web3 universe.

The timing of the launch of these NFTs may surprise. After a period of euphoria, the crypto-asset market plunged during 2022. “There was a speculative phenomenon. Now the market is stabilizing: there are as many buyers, but the prices are no longer so crazy“, explains Émilie Montané. The NFT collection also accompanies the new formula of the Ballon d’Or ceremony. Each winner will leave with a digital twin of their trophy. “They will own this NFT and can do whatever they want with it. It is a strong element of communication.»

If all the “Pyrite Fragments” find takers, the sale will generate more than 500,000 euros, to which will be added the proceeds from the two auctions. In case of resale of the NFTs on the secondary market, the Team will charge a commission of 7.5%. Part of the profits generated by the operation will be donated to the Fondaction l’Équipe, which supports projects of general interest related to sport.

The Ballon d’Or is also making an incursion on the social platform Discord and has attracted more than 2,000 people to this new generation forum in one week. “This network reaches a very young and very committed community of football fans and new uses related to Web3», emphasizes Émilie Montané. “We will work with this new audience and learn.»