The AFL is the latest league to embrace digital assets, partnering with Hong Kong-based Animoca Brands to establish its own non-fungible token (NFT) marketplace in the coming weeks, which will feature historic football moments and unique player access.
AFL Enters the Metaverse
The Australian Football League (AFL) and Animoca Brands are pleased to announce the first phase of a five-year relationship that will introduce NFTs and the open metaverse to the AFL and AFL Women’s (AFLW), as well as the start of the AFL Mint project. In the Australian sporting environment, this is the first of its sort.
The only approved marketplace for collecting legal AFL NFTs is the AFL Mint. Unique to the web3 and metaverse area, it will feature special AFL goods displaying iconic events, breathtaking highlights, and champion players.
The AFL has joined NBA Top Shots, ICC Fancraze, MotoGP Ignition, and UFC Strikeforce among the various world athletic codes that have introduced NFT initiatives.
The AFL taps into a strong local team to deliver the strategy, product roadmap, and access to Animoca Brands’ broad Web3 ecosystem by working with Animoca Brands and its Australian operations engine Be Media. Fans will be able to immerse themselves in virtual worlds, digital art, and gaming as a result of this.
“I am thrilled to announce that our first partnership of 2022 is with the AFL. I’ve been a fan since I was a kid. I have a long standing, great love for the game so it’s really exciting on many levels to bring this to life.”
says Jordan Fogarty, founder and CEO of Be Media by Animoca Brands.
AFL chief executive Gillon McLachlan said the partnership was an exciting new chapter for Australian football, AFL players, and fans. “Our aim is to continue to bring fans new ways of engaging in Australian football. By partnering with Animoca Brands, we will be playing in a digital space that is only getting bigger,” McLachlan said. “We are officially entering the Web3 space and excited to immortalize moments in time across our AFL and AFLW competitions.”
AFL executive GM customer and commercial Kylie Rogers said that partnering with Animoca Brands ensures fans are getting the best and most innovative offering possible. “The AFL is excited to partner with Animoca Brands to take our game into the metaverse.”
“Animoca Brands is at the forefront of the Web3 space and has partnered with a significant number of sporting organizations and international brands.”
