Dapper Labs recently unveiled a transaction that captured widespread attention. The sale of a video non-fungible token (NFT) featuring the iconic former football quarterback Tom Brady marked a significant moment, fetching a staggering $40,712. This event was a highlight in the broader context of the National Football League’s (NFL) All Day collection’s remarkable achievement, amassing $10 million in NFT sales since its inception in September 2023. The allure of celebrities like Tom Brady demonstrates a potent ability to draw new participants into the crypto sphere, particularly during major events such as the Super Bowl.
The Tom Brady NFT, which vividly captures five touchdown moments from his 2021 season with the Tampa Bay Buccaneers, played a pivotal role in this sales surge. Similarly, an NFT featuring Joe Montana, celebrated for his time with both of the teams competing in the recent Super Bowl, was sold for $34,000. The collection also includes a memorable clip of Aaron Rodgers, another renowned figure in football, which equally garnered $34,000.
The Rising Tide of NFL’s NFT Collection
Dapper Labs has not only succeeded in securing sales but has actively engaged former football greats like Joe Montana and John Elway to champion the NFL All-Day collection. While these NFTs have yet to eclipse the success of the NBA TopShots highlight reels, the collection’s $10 million milestone since the season’s start underscores a growing interest and investment in sports-themed digital collectibles.
Interestingly, this year’s Super Bowl LVIII saw a noticeable dip in cryptocurrency advertising. Major players from previous years, such as Coinbase, FTX, and Crypto.com, were absent from the advertising lineup. This retreat reflects a broader caution within the industry, especially in light of the financial downturns experienced by several crypto companies in 2022. Coinbase, for instance, opted out of a Super Bowl ad spot, a decision influenced by a significant drop in its quarterly revenues from $7 billion in Q4 2021 to $674 million in Q3 2023.
The Role of Celebrities in Crypto Promotion
The pivot away from traditional advertising does not diminish celebrities’ value to the crypto marketing landscape. Star-studded appearances by Tom Brady, Ben Affleck, Jennifer Aniston, and Jennifer Lopez at the Super Bowl generated over 1.3 million social media interactions, emphasizing the power of celebrity influence in amplifying digital assets and crypto platforms. The strategic use of celebrities in marketing campaigns can significantly offset advertising costs by generating social media buzz, and enhancing brand visibility and engagement.
Moreover, as the crypto industry navigates challenges, including legal scrutiny over celebrity endorsements, the importance of due diligence becomes ever more apparent. Celebrities have the unique capacity to attract new users to cryptocurrency through their novelty and high-profile status, thereby stimulating on-chain activity. However, the recent legal issues faced by celebrities linked with platforms like FTX highlight the need for thorough vetting and transparency to safeguard investor interests.