Implementing nonfungible tokens to promote attendance at live sporting events
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Implementing Nonfungible Tokens to Increase Live Attendance at Live Sporting Events. This research takes a modern approach to ways strategic communication professionals in sports can drive higher attendance numbers at live venues. This project used semi-structured interviews with ten students at the University of Missouri interested in attending a men's basketball game at Missouri. The findings show the potential for nonfungible tokens (NFTs) to be used as a promotional giveaway to a significant portion of fans who attend the basketball games on campus. It was determined that industry professionals must incorporate the social atmosphere of the live game, add value to the digital item, use fan-favorite images, and educate their fans on the technology to drive interest in attending a game. This research aims to add a new perspective to the evergreen goal of selling more tickets and filling seats at live events. NFTs are cutting-edge tools that can be used in countless ways within the sports strategic communication field. This research adds extensive information on how fans view attending a game as a social event, craving the energy and excitement of the crowd. Framing a fan attending a game as a social experience rather than a way to watch sports is a perspective added to the industry by this research. That perspective gives strategic communication professionals a fresh frame of view when developing new promotional ideas. Rather than just giving fans a physical item when they enter the event, NFTs provide an opportunity to better the fan experience and atmosphere of the game. Using NFTs to increase live sports attendance is a cutting-edge promotional idea that can be applied and further developed by the strategic communication industry.
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M.A.