FC Barcelona have partnered with BCN Visuals to launch the first non-fungible token in the club’s history. The audio-visual digital artwork represents Johan Cruyff’s legendary moment from December 22, 1973, when the iconic Dutch player ‘flew’ through the air to score a seminal goal against Atlético Madrid.
Barça’s hustle to generate revenue continues as the NFT is set to be auctioned at Sotheby’s in New York. The club aim to create a strategic commitment to adopting technology and innovation and, in turn, create unforgettable cultural moments both from the past and the present with the aim of both educating and inspiring the youth.
“In a Way, Immortal” is the first NFT to be released. Its online bidding started July 21, 2022, and the live online auction will be held on July 29 at Sotheby’s in New York.
Barça will be presenting a collection of ten artworks in the coming months, featuring iconic moments from the club’s history and characters amplifying their legacy and historical heritage. All of the artworks will be auctioned.
The future owner of the “In a Way, Immortal” NFT, who will be called a Barça Digital Ambassador, will also be able to enjoy unique club-based benefits and experiences, including access to training sessions.
Commenting on the launch, Joan Laporta, President of FC Barcelona, said:
“Barça with more than 400 million followers in social networks is constantly opening new ways to connect with our fans, and we believe that with the Clubs new NFT strategy we found a unique opportunity to continue growing and consolidating the Barça brand. We´re delighted to feature Johan Cruyff in our first FC Barcelona Masterpiece In a Way, Immortal, with Johan having such a huge influence on FC Barcelona as a Club, but on modern Football as it is played today in general. This being captured in such an artistic way is a great from of paying tribute to Johan Cruyff, this iconic moment and to the whole legacy and historical heritage of FC Barcelona.”
Eric Sas, Founder and Head of Innovation at BCN Visuals, also commented:
“NFTs have too quickly become associated with the explosion in demand for crypto, but with In a Way, Immortal we are bringing NFTs back into the realm of high art. In contrast to the basic NFT GIF, this mini-movie is a genuine piece of renaissance digital art—almost a piece of marble chiselled by the most talented visual effects artists in Hollywood. This project aims to become the new benchmark for the next evolution of NFTs where new digital artworks are akin to the masterpieces of yesteryear.”
Michael Bouhanna, Sotheby’s Vice President, Co-Head of Digital Art Sales, stated:
“The legend of Johan Cruyff has inspired generations of football fans for decades. To collaborate with FC Barcelona, one of the most celebrated football clubs in the world, to commemorate one of the most unforgettable moments in football history is a truly exciting moment for Sotheby’s and for the course of digital collectibles. In a way like no other, the NFT technology has not only unlocked infinite possibilities for digital artists to share their unique work but has also enabled a world-class club to immortalise an iconic sporting moment on the blockchain.”
Jordi Cruyff, Johan Cruyff’s son, added:
“The NFT In a Way, Immortal will be forever linked to my father’s legacy. He would have been fascinated to see that one of his most beautiful goals with FC Barcelona has been the inspiration to create this unique piece of digital art that we hope will be enjoyed, admired and remembered forever.”