Whilst the initial foray into Web3 by sports brands was marked by enthusiasm and innovation, many have since re-evaluated their positions due to market volatility, limited consumer engagement and unclear return on investment. Now, there are some sport brands which have a different playbook regarding Web3 - doubling down when others are pulling out. The Fédération Internationale de Football Association (FIFA) is one of such brand, as evidenced in the announcement of the migration of its NFT platform, FIFA Collect, from Algorand to its proprietary EVM-compatible FIFA Blockchain on May 20, 2025. This move aims to enhance scalability, reduce transaction fees and integrate with Ethereum’s ecosystem, enabling broader accessibility through wallets such as MetaMask. The migration underscores FIFA’s ambition to control its blockchain infrastructure, offering features such as exclusive ticket access for the 2026 World Cup through NFT ownership. But this is not FIFA’s only Web3 play. In 2025, FIFA, in partnership with Mythical Games, is also set to launch FIFA Rivals, a mobile game blending real-time soccer gameplay built on Polkadot. Slated for a June 2025 release (with a pre-release in May), the game allows players to manage clubs, trade digital assets and compete globally. Mythical’s success with NFL Rivals (6 million users) signals FIFA’s confidence in replicating this model for soccer’s massive audience.
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NFL Rivals’ success is hinged on its ability to enable players to engage in fast-paced, arcade-style football matches whilst building teams using NFT player cards (licensed NFL athletes) that can be collected, traded and upgraded on the Mythos blockchain. Users compete in live events such as Super Bowl LIX challenges to earn rewards (e.g., $MYTH tokens - exclusive NFTs) and participate in prediction markets for real-game outcomes. The game fosters collaboration through squads and guilds and its cross-platform integration (via a Telegram mini-game) allows NFT assets to unlock rewards in other Web3 experiences. Partnerships with the Miami Dolphins offer in-stadium perks and VIP fan access whilst dynamic updates and seasonal events keep gameplay tied to the NFL calendar. The ball is also in basketball’s court, as the NBA also pulls its weight. From the NBA’s Top Shot and Formula 1’s team-linked NFTs to LaLiga’s partnership with Dapper Labs and the NFL’s blockchain ticketing experiments, some brands in the sports industry have emerged as one of the most active sectors in the NFT space. Even individual clubs such as Paris Saint-Germain and FC Barcelona have launched fan tokens or digital collectibles to boost engagement and create new revenue streams. FIFA’s shift certainly signals a bold play for Web3 leadership - it is a case study in balancing tech ambition with fan-first strategy. The NFL and FIFA are two of the best-positioned organisations to make Web3 work in sports, not because of showy tech, but because they align it with what fans already love: competition, collectibles and community.
However, the real test will be whether they can evolve without losing sight of that balance and some are of the opinion that this might happen sooner rather than later, especially with the escalating news regarding a FIFA coin. At the Trump Crypto Summit, Gianni Infantino, FIFA President, showed interest in FIFA moving in that very direction: “FIFA is very interested in developing a FIFA coin, to do it from here, from America, to conquer the 5 billion soccer fans in the world”, Gianni announced - to which President Trump replied: “That coin may be worth more than FIFA in the end, it could be quite the coin, actually.” Sentiments such as those of President Trump echo what drives most meme-coin traders in how to go about gaining more. Furthermore, what benefit could this coin provide to fans besides being a speculation vehicle? Notably though, following this meeting, was a 142,000% surge in an unaffiliated “FIFA COIN” which further demonstrated risks of market confusion and scams. Without doubt, this episode raises serious questions, including: what good can a volatile sport do to an already volatile industry? What would a FIFA coin actually do for fans? Would it be another meme coin, or could it power real utility within FIFA’s digital ecosystem? Certainly, a speculative token with no use case risks undermines the progress FIFA has made. If payment utility is the goal, why not integrate stablecoins or partner with existing, reliable crypto infrastructure? A shift toward hype-driven financialisation could distract from what has made FIFA’s Web3 efforts stand out: a focus on fan value, not financial speculation.
It appears that FIFA and the NFL are distinguishing themselves in Web3 by prioritising long-term infrastructure (FIFA’s proprietary blockchain/the NFL’s Mythos Chain) and fan-centric utility, avoiding the short-lived hype that previously doomed many brands. Mythical games of Mythos’ owe its success to the NFL, creating a relationship where they serve each other. The NFL and FIFA mask blockchain complexity to avoid alienating casual fans, focusing instead on engagement through real-world events (World Cup perks, Super Bowl challenges) and interoperable NFTs. But who knows what the cup and other challenges hold for FIFA? FIFA mirroring the NFL can be compared to Icarus and Daedelus trying to escape imprisonment. But, unlike Icarus, FIFA must resist the temptation to chase the speculative ‘sun’ of meme coins and market mania. Instead, it should focus on building a steady and credible presence in Web3 by aligning innovation with the real expectations of fans. As it has shown, Web3 in sports is not a race to grab attention with fleeting trends, but a slow, deliberate effort to build lasting value through trust, utility and consistency over time. They must not ease up on the game. FIFA does not need to reinvent the ball - it simply needs to keep passing it in the right direction. Certainly, by resisting the pull of hype and doubling down on meaningful fan experiences, FIFA could create a new standard for Web3 in sports. But, if it fumbles the ball for speculation’s sake, it will not just lose the game - it could lose the trust of the fans it set out to win.
This article first appeared in Digital Bytes (3rd of June, 2025), a weekly newsletter by Jonny Fry of Team Blockchain.