English football club owners WAGMI United team up with Adidas to launch NFTs, aim to build ‘decentralised’ management model

WAGMI United, the first crypto company to own a football club, is partnering with sports brand Adidas to launch a new NFT collection on July 6, a move that it says will empower fans to play a role in deciding the club’s direction.

In April, WAGMI United acquired Crawley Town FC, a team competing in the English Football League (EFL) League Two, becoming the first Web3 company to own a football club. EFL League Two is the fourth tier in the English football league system.

The upcoming NFTs will include a slew of benefits for holders, such as the right for them to vote on key issues facing the club. WAGMI said that this first-of-its-kind decentralised governance model would empower fans to play a hands-on role in determining the club’s success, making this a deeper and more interactive sports experience than ever seen before. 

The NFT holders will also gain access to club perks and redeem physical and digital merch items created by Adidas.

Through this new partnership, Adidas will become the official kit manufacturer and apparel partner of Crawley Town FC — the first time the brand has entered into such a partnership with a League Two club.

Preston Johnson, co-founder of WAGMI United, said: “There are some traditional sports teams that claim to be ‘community-owned’. But what do fans actually get? A piece of paper they can frame on their wall? We think they deserve more than that. We want Crawley Town FC to be a community club that reaches anyone with an internet connection.”

“This partnership with WAGMI United opens fresh possibilities in sport for fans to go from being supporters to having a true stake in a team, all with the ambition to build a deep sense of community and belonging around the beautiful game,” said Erika Wykes-Sneyd, Adidas Originals’ vice-president of brand communications.

Adidas has been involved in a range of Web 3.0-related projects, including its collaborations with popular NFT project Bored Ape Yacht Club, NFT collector gmoney and NFT comic Punks Comic. At the end of last year, the company’s fashion brand adidas Originals, announced plans to enter the metaverse via Twitter.