Why Stade Toulousain commercialized NFTs?

The Agora in bref

Stade Toulousain, a flagship of French rugby, recently made headlines by launching an innovative initiative: the distribution of NFTs (Non-Fungible Tokens) to its fans. In this captivating episode, Vincent Bonnet, the club's Marketing and Communications Director, shares the behind-the-scenes details of this revolutionary experience. As part of its digital overhaul, Stade Toulousain is exploring new opportunities in the uncharted NFT market. He explains how they implemented a distribution strategy that sparked fan engagement while creating a sense of exclusivity. Vincent also offers valuable advice for brands interested in NFTs, emphasizing the importance of setting clear objectives and maintaining brand authenticity. In this episode, you will learn:

The challenges and strategies behind the launch of these NFTs
The results and feedback from this commercialization
Best practices for implementing NFTs

With Stade Toulousain Rugby

Vincent Bonnet

Marketing and Communications Director

The implementation and distribution of these NFTs

The Stade Toulousain didn’t just launch a flashy digital initiative. By partnering with Web3 platform Arianee for their first NFT release, the club laid the foundations for a long-term, structured strategy. A total of 18,754 free tokens were distributed during matchdays, each one linked to a specific stadium seat — anchoring innovation in the real-world fan experience and reinforcing emotional connection.

Alongside this, 1,907 paid NFTs were introduced, with a distinct promise: access to exclusive content and experiences. This clear distinction between free and premium tokens allowed the club to test different engagement levers — gamification to widen the audience, exclusivity to reward its most loyal supporters.

Three NFTs collections were designed: digital trading cards of iconic players, replays of legendary match highlights (dating back to 1996), and club-related assets. Some tokens were intentionally made non-transferable, especially those reflecting the club’s heritage. This was a deliberate choice to preserve emotional value and avoid a purely speculative model.

To activate the initiative, Stade Toulousain deployed an ambitious multichannel strategy: QR codes across the stadium and on giant screens, targeted email campaigns, strong social media presence, and tailored in-stadium signage. The objective was clear: make NFTs access seamless, even for fans unfamiliar with Web3 tools. The result? Massive participation, high conversion rates, and a new proof point that professional sports can serve as fertile ground for large-scale digital innovation.

Best practices for implementing NFTs

To successfully launch and manage NFTs, it is crucial to define clear objectives that align with the brand’s DNA. The user experience must be simple and intuitive, allowing fans to easily navigate the new digital ecosystem. It is also essential to collaborate with experts in the creation and management of NFTs, ensuring a technically robust and reliable implementation.

Finally, NFTs should be integrated into a comprehensive customer loyalty and engagement strategy, enriching existing programs and offering unique benefits to token holders. Through this approach, NFTs are not just collectibles but also effective tools for strengthening the relationship between the brand and its fans.