ABSTRACT
Technology in sports is widely used. Its diversity allows the tools and solutions to be precisely matched to the given situation. A good example here is football sector and in particular football clubs. Modern solutions are used to monitor players during a match or training, enrich the broadcast of matches with advanced analysis, and help referees make better decisions on the pitch. It was, therefore, a matter of time before football clubs reached for the latest blockchain technology and the opportunities it offers. Tokenization is increasingly being used for various purposes, for example, in the music industry. This case study examines how tokenization is used in sports and, precisely, by football clubs. The aim of this case study was to demonstrate how Fan Token could improve the loyalty of the fanbase and subsequently increase the revenues of the team. The club chosen in this case study was the Italian Football Team AC Milan, which won the Italian championship title (Serie A) in the 2021/2022 season. The analysis of various sources linked to the club and the practices of the team helped to understand how Fan Tokens are used by AC Milan. One of the examples is the party for the title victory, which was characterized by the massive use of Fan Tokens. As soon as the match that awarded AC Milan the championship victory ended, an invitation was sent to all fans with Fan Tokens to participate in the celebrations on the dedicated app, with the additional motivation of an official jersey with an autograph as a prize. Furthermore, the experience of meeting the players at Casa Milan (the team headquarters) was made available on the fan rewards list (on which prizes are redeemed in exchange for experience points). In the catalog of prizes redeemable with experience points, the pennant of the last match was made available (the format of which was chosen by the fans through a survey) after being signed by all the players.
