NFT: Werder offer a collection of digital jerseys: what it means


Werder Bremen is the first club in the 2nd Bundesliga to dare to present a complete kit collection in digital form – on an NFT basis. What this means is shown in our overview.

What are NFTs?

“Non-fungible tokens” (NFTs) are basically nothing more than single digital items. NFTs can be considered a kind of digital proof of ownership or proof of authenticity. Unlike cryptocurrencies such as bitcoins, however, NFTS cannot be traded with each other. On the contrary, they are individual, unique and therefore strongly dependent on the rarity value and, above all, on the respective demand in terms of price. This means: without appropriate interested parties, the NFT sale is more than difficult.

What does this mean for fans?

Werder Bremen fans will likely come across non-fungible tokens more often in the future. From April 13, Werder will offer a first collection of digital jerseys. In cooperation with the Munich start-up “The Football Company” (TFC), “virtual merchandising articles are created in order to offer them and use them on the market within the TFC app”, indicates the website of the Weder.

The partnership between Werder Bremen and TFC will include, among other things, the creation of current jersey collections right up to popular retro shirts from the most successful decades of the von der Weser team’s more than 120-year club history. There is also talk of making other officially licensed NFT items.

What do investors expect from NTFs?

Conversely, this also means that if the demand is very high, the price of NFTs could rise rapidly in a very short time. Many investors hope so, including Werder Bremen, who could open up a whole new market with the collection of digital jerseys.

In principle, a distinction can and should be made between a large number of “non-fungible tokens”. NFTs are usually presented in the form of images or videos, but in general they can represent almost anything and ultimately are not limited to a single domain. Thus, NFTs can also be music, domain names or even virtual real estate.

What is Werder Bremen’s goal?

The club communicates that the “digital[n] Transformation in a globalized world”. After all, “consumer communication and behavior” has changed enormously, especially among the younger target group. So says Nico Hruby, Chief Digital Officer (CDO) of Werder Bremen.

“Our claim is that we have the courage to innovate. We have been watching the development of NFTs for some time. We want to help shape them early on, learn from them, and constantly improve our offerings through feedback from fans and partners. , ” Will Hruby quoted on the club’s website.

However, the critical consideration of the CO2 footprint, which is very important for Werder in its NFT commitment, is also underlined there. In this respect, partner TFC chose its technology base “with care and foresight”. In fact, one would be more energy efficient than other solutions and consume less energy to create an NFT than to do a Google search.

How should trading NFT jerseys work in practice?

The TFC app is free to download and fully usable without purchasing NFT. People who do not want to invest money are therefore not excluded. Werder Bremen is already advertising the digital jersey collection on a large scale and at the same time previewing the concept. Shirts with player names should have different added values ​​depending on the rarity of the shirt. These then range from point bonuses in the TFC app to exclusive matchmaking events. Virtual jerseys can be purchased in “sports bags”. These are randomly assembled packs of three jerseys each.

How are the fans reacting?

The big question: will Werder Bremen’s virtual jerseys even receive a positive response from the fan community? Werder’s Twitter followers reacted very divided to the announcement tweet and the short video presentation of the NFT collection. Sometimes there is helplessness as to what is actually meant by NFT, sometimes the reaction to the announcement is pure misunderstanding and bewilderment.

“God, it would be nice if your own club didn’t participate in all the bullshit. Especially when it’s just bullshit,” is just one of the reactions on Twitter.

Which clubs also trust NTF products?

Besides Werder Bremen, two current top division clubs, Eintracht Frankfurt and VfL Wolfsburg, have entered the NFT world. While Wolves offers players digital trading cards through the “Fanzone” company, the Frankfurt-based company offers a range of merchandise for fans. As with Werder Bremen, this also includes digital jerseys.

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