#52: Sports & Tech - Blockchain, Esports, & Digital Fan Experiences

In This Article

Around the Block…

• Blockchain / NFTs: PGA Tour, Inter Miami

• AR / VR: White Castle

• Gaming / Metaverse: Nars, Manchester City, Emily in Paris

• Roblox: Hugo Boss

Chain Reactions!

• The Intersection of Sports and Technology: A New Playing Field

Around the Block…

Blockchain / NFTs

• PGA Tour: To Release Blockchain-Backed Mobile Golf Game

  • PGA Tour is partnering with Stratton Studios and Chain Games to develop ‘PGA TOUR RISE’, a Web3-powered mobile golf game. The mobile game will allow players to ‘rise’ through the ranks from amateur golfer to PGA TOUR competitor, earning ‘Rise Bucks’ for performance upgrades. The game will feature real-time tournaments, leaderboards, and mini-games such as putting and driving challenges. The first mini-game is set to launch later this year, with the game’s full release planned for 2026. The game will aim to bring blockchain technology to players ‘in a fun and engaging way’ - the trio has yet to announce which blockchain the game will use.

  • Source: X (RealChainGames)

• Inter Miami: Partners with Polkadot Blockchain as Training Sponsor

  • Inter Miami soccer club has announced a partnership with Polkadot, a leading blockchain platform, to become the club’s official Global Training Partner. As part of the collaboration, Polkadot will engage with Inter Miami’s global fanbase through future fan activations and digital campaigns, with prominent branding throughout the team’s training center and stadium.

  • Source: Inter Miami

AR / VR

• White Castle: Hosts ‘Borderlands’ AR Experience on Packaging

  • White Castle introduced its first augmented reality campaign in partnership with the ‘Borderlands’ movie, based on the popular video game franchise. The limited-edition packaging for White Castle sliders features characters from the movie and includes QR codes that unlock seven unique AR experiences. Customers can scan these codes on retail or in-store packaging, such as six-packs of sliders or large drink cups, to bring ‘Borderlands characters to life through their phones.

  • Source: Nation’s Restaurant News

Gaming / Metaverse

• Nars: Launches 3D Virtual Experience 'Maison Explicit'

  • In celebration of its 30th anniversary, Nars has introduced ‘Maison Explicit’, a virtual experience blending storytelling, gaming, and commerce on the Nars Cosmetics website. Accessible across 12 markets in 10 languages, this interactive platform allows users to explore a digital world inspired by the brand's New York City roots. Visitors can interact with 3D models of the ‘Explicit Lipstick’ collection, shop at a virtual boutique, and engage in gamified elements like collecting lipsticks and unlocking rewards. The experience was created in partnership with Journee and builds on Nars’ previous success in gaming, particularly its popular Roblox activation.

  • Source: Nars - Maison Explicit / Journee / Glossy

• Manchester City: Partners with PUMA on 2024/25 Esports Kit

  • Manchester City and PUMA have launched a new 2024/25 Esports jersey, which debuted at the Fortnite Global Championships in Texas. The kit, which will be worn by Manchester City’s Esports team, features holographic details and a design inspired by the city’s iconic 0161 dialing code. Fans can personalize the jersey with their favorite esports players' names.

  • Source: Manchester City

• Emily in Paris: Show Features Zepeto Metaverse in Latest Season

  • Popular Netflix Show ‘Emily in Paris’ integrated the Zepeto metaverse platform into the storyline of its recently released 4th season.

  • Source: TikTok (annabnaan) / TikTok (zpt_emilymily) / LinkedIn (Janey Park)

Roblox

• HUGO BOSS: Launches New ‘HUGO KIDS’ Mini-Game on Roblox

  • Hugo Boss updated its Roblox experience ‘PLANET HUGO’ to feature the ‘HUGO KIDS adventure’ in time for the start of the back-to-school season. Players can collect letters to redeem them for free UGC HUGO BOSS wearable items and try fall and winter styles on their avatars.

  • Source: Roblox (PLANET HUGO) / X (HUGOBOSS)

Chain Reactions!

The Intersection of Sports and Technology: A New Playing Field

This week’s activations highlight the growing role of tech in reshaping sports experiences. Blockchain, esports, and immersive experiences are paving the way for a more interactive future for fans.

• Blockchain in Golf: The PGA TOUR RISE game will blend real tournaments with blockchain rewards, allowing fans to actively engage and earn through gameplay.

• Polkadot & Inter Miami: Inter Miami’s partnership with Polkadot hints at future digital fan experiences that go beyond traditional sponsorships, bringing Web3 into the soccer world.

• Esports & Fashion Fusion: Manchester City’s new esports kit shows how esports and traditional sports are merging, appealing to a younger, digitally-focused audience.

As sports embrace these technologies, the fan experience can become more interactive, immersive, and rewarding.

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