Just a month after the National Football League relaxed its rules regarding crypto companies and team sponsorship deals, Blockchain.com landed a whale: a deal to become the Dallas Cowboys’ exclusive digital asset partner.
The deal, the financial terms of which have not been disclosed, will give Blockchain.com many sponsorship opportunities. These opportunities include advertising, branding and personal events. Cowboys fans will also receive perks from the crypto company, including an extra $50 when they sign up for $100 worth of digital assets on the Blockchain.com website.
Dallas Cowboys owner Jerry Jones said Blockchain.com is trying to “bring Wall Street to Main Street” and digital assets to ordinary Americans. This ethos makes the partnership a “touchdown” for the millions of Cowboys fans around the world.
The CEO of Blockchain.com said one goal of the long-term partnership with the Dallas Cowboys is to “help the world” understand cryptocurrency. The company added that it would be there on Thanksgiving Day, a popular day for American football when the Dallas Cowboys are always playing.
The partnership is only the second major crypto partnership with NFL teams, months after the New England Patriots teamed up with Socios. This company combines cryptocurrency with fan loyalty.
NFL Keeps Running Into Web3
While the Blockchain.com and Dallas Cowboys partnership is big news from an individual team standpoint, the NFL is in the process of integrating Web3 into its fan experience.
In 2021, it partnered with Dapper Labs (a top 10 NFT company) to create the next generation of sports collectibles called “Moments.” The platform, dubbed NFL All Day, has seen a rush of trading since the market opened, with prices sometimes exceeding the “packs” they were initially purchased from.
The NFL has also worked with teams to release NFT collections during the 2021-2022 playoff season. Many of these NFT collection releases have explored an often unmentioned avenue for NFTs: POAP or proof of attendance protocol. For example, some NFL fans received NFTs for attending playoff games, commemorating the event.
The difference between these cases and today’s announcement is that the NFL has generally acted on behalf of teams rather than the teams acting for themselves. In this case, the Dallas Cowboys are one side of the partnership rather than the “Shield.” This deal could open the doors for more NFL teams to sign with crypto firms, which are in a lucrative sector with cash.