NFT Fan Engagement: Bringing Web 3.0 to Web 2.0 (By CD Leganes – Eduardo Cosin)

Eduardo Cosin from CD Leganés presented a groundbreaking campaign leveraging NFTs to boost fan engagement. By gamifying matchday experiences and incorporating blockchain technology, the club connected with fans in innovative ways, revitalising their interest and creating new revenue streams.

ESSMA Editorial

13 Nov 2024 · 2 min read

The presentation, “NFT Fan Engagement: Bringing Web 3.0 to Web 2.0,” by Eduardo Cosin, outlined CD Leganés’ innovative campaign to re-engage fans through digital assets linked to stadium plots.

Key Discussion Points:

Starting Situation and Objectives:
- After a disappointing 2022/23 season and declining fan enthusiasm, the club aimed to retain at least 7,000 members for the 2023/24 season.
- The campaign sought to reignite passion among fans and attract a younger, tech-savvy audience.
The NFT Campaign Concept:
- Inspired by the Australian Open NFT initiative, CD Leganés divided its Butarque Stadium into 10,000 virtual plots.
- Each season ticket holder received a free NFT linked to a plot, turning matchday events into gamified experiences.
Gamification of Matchdays:
- Fans with specific plot-linked NFTs earned rewards based on in-game events:
  - Goals: Free season tickets for the next season.
  - Assists: Signed merchandise.
  - Penalty goals: Store discounts for all fans.
  - Other events, like yellow cards, triggered VIP experiences.
Execution and Engagement:
- The campaign bridged Web 3.0 technology (NFTs, blockchain) with Web 2.0 concepts (land ownership) by creating a fictional real estate agency, “Inmobiliaria Butarque,” to explain the idea in relatable terms.
- Fans tracked winning plots and rewards through regular updates on the club’s social media.
Results and Impact:
- Quantitative Success:
  - Achieved record revenue from season passes.
  - Expanded membership internationally to countries like the U.S., Mexico, and Germany.
- Qualitative Benefits:
  - Attracted younger and global audiences.
  - Enhanced sponsor value through new digital assets.

Key Takeaways:

Technology alone doesn’t drive impact—execution is crucial.
Engaging fans through innovative yet accessible concepts can yield significant results without requiring massive investments.
Creativity in leveraging existing platforms can successfully merge traditional fan experiences with cutting-edge technology.

This session showcased how CD Leganés leveraged NFTs and gamification to revolutionize fan engagement, demonstrating the power of innovation in sports marketing.

Check out the full pressentation here:

nft-fan-engagement-bringing-web-30-to-web-20-by-cd-leganes-eduardo-cosin.pdf