{"id":1973,"date":"2024-06-08T17:03:58","date_gmt":"2024-06-08T16:03:58","guid":{"rendered":"https:\/\/www.horrea.fr\/pourquoi-le-stade-toulousain-a-commercialise-des-nfts\/"},"modified":"2025-08-18T11:14:29","modified_gmt":"2025-08-18T10:14:29","slug":"why-stade-toulousain-commercialized-nfts","status":"publish","type":"post","link":"https:\/\/www.horrea.fr\/en\/resources\/why-stade-toulousain-commercialized-nfts\/","title":{"rendered":"Why Stade Toulousain commercialized NFTs?"},"content":{"rendered":"\n<div id=\"paragraph-block_593315475af07cd38845543d75194a73\" class=\"paragraph\">\n    <div class=\"gutenberg--block no-margin paragraph\" > \n        <div class=\"paragraph--content\">\n            \n                            <div class=\"paragraph--title\">\n                    <H2 class=\"p--xxlarge p--xxlarge--semibold\">\n                        The implementation and distribution of these NFTs                    <\/H2>\n                <\/div>\n            \n                            <div class=\"paragraph--text\">\n                    <span class=\"p--medium\">\n                        <p>The Stade Toulousain didn\u2019t just launch a flashy digital initiative. By partnering with Web3 platform <a href=\"https:\/\/www.arianee.com\/use-cases\/stade-toulousain\" target=\"_blank\" rel=\"noopener\">Arianee<\/a> 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 \u2014 anchoring innovation in the real-world fan experience and reinforcing emotional connection.<\/p>\n<p>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 \u2014 gamification to widen the audience, exclusivity to reward its most loyal supporters.<\/p>\n<p>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\u2019s heritage. This was a deliberate choice to preserve emotional value and avoid a purely speculative model.<\/p>\n<p>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.<\/p>\n                    <\/span>\n                <\/div>\n            \n                    <\/div>\n\t<\/div>\n<\/div>\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"Horrea | Agora avec Vincent Bonnet du Stade Toulousain\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/oHDwOAand_A?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\"><\/h2>\n\n\n\n<div id=\"paragraph-block_f5bb3848872539c21251bc21f5398665\" class=\"paragraph\">\n    <div class=\"gutenberg--block no-margin paragraph\" > \n        <div class=\"paragraph--content\">\n            \n                            <div class=\"paragraph--title\">\n                    <H2 class=\"p--xxlarge p--xxlarge--semibold\">\n                        Best practices for implementing NFTs                    <\/H2>\n                <\/div>\n            \n                            <div class=\"paragraph--text\">\n                    <span class=\"p--medium\">\n                        <p>To successfully launch and manage NFTs, it is crucial to define clear objectives that align with the brand&#8217;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.<\/p>\n<p>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.<\/p>\n                    <\/span>\n                <\/div>\n            \n                    <\/div>\n\t<\/div>\n<\/div>\n\n\n<figure class=\"wp-block-gallery has-nested-images columns-2 is-cropped wp-block-gallery-1 is-layout-flex wp-block-gallery-is-layout-flex\">\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"428\" height=\"406\" data-id=\"620\" src=\"https:\/\/www.horrea.fr\/wp-content\/uploads\/2024\/07\/Rectangle-30.webp\" alt=\"NFTs of an American football lie on a patch of cut grass, surrounded by other evenly spaced patches of grass on a green background.\" class=\"wp-image-620\" srcset=\"https:\/\/www.horrea.fr\/wp-content\/uploads\/2024\/07\/Rectangle-30.webp 428w, https:\/\/www.horrea.fr\/wp-content\/uploads\/2024\/07\/Rectangle-30-300x285.webp 300w\" sizes=\"auto, (max-width: 428px) 100vw, 428px\" \/><\/figure>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"429\" height=\"406\" data-id=\"621\" src=\"https:\/\/www.horrea.fr\/wp-content\/uploads\/2024\/06\/Rectangle-31.webp\" alt=\"NFTs: A crossed white line is painted on a green grass sports field.\" class=\"wp-image-621\" srcset=\"https:\/\/www.horrea.fr\/wp-content\/uploads\/2024\/06\/Rectangle-31.webp 429w, https:\/\/www.horrea.fr\/wp-content\/uploads\/2024\/06\/Rectangle-31-300x284.webp 300w\" sizes=\"auto, (max-width: 429px) 100vw, 429px\" \/><\/figure>\n<\/figure>\n","protected":false},"excerpt":{"rendered":"","protected":false},"author":1,"featured_media":1803,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[112],"tags":[115,116,138],"class_list":["post-1973","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-agora-en","tag-digital-en","tag-e-commerce-en","tag-nft-2"],"acf":[],"_links":{"self":[{"href":"https:\/\/www.horrea.fr\/en\/wp-json\/wp\/v2\/posts\/1973","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.horrea.fr\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.horrea.fr\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.horrea.fr\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.horrea.fr\/en\/wp-json\/wp\/v2\/comments?post=1973"}],"version-history":[{"count":16,"href":"https:\/\/www.horrea.fr\/en\/wp-json\/wp\/v2\/posts\/1973\/revisions"}],"predecessor-version":[{"id":3591,"href":"https:\/\/www.horrea.fr\/en\/wp-json\/wp\/v2\/posts\/1973\/revisions\/3591"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.horrea.fr\/en\/wp-json\/wp\/v2\/media\/1803"}],"wp:attachment":[{"href":"https:\/\/www.horrea.fr\/en\/wp-json\/wp\/v2\/media?parent=1973"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.horrea.fr\/en\/wp-json\/wp\/v2\/categories?post=1973"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.horrea.fr\/en\/wp-json\/wp\/v2\/tags?post=1973"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}