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The first ever NFT art work in the Club’s history has been sold for $693,000 at auction at Sotheby’s in New York. The auction closed at $550,000, although with the auctioneer’s fees added to the amount (Sotheby’s Premium), the total aggregate sale was for $693,000. The item is an audio-visual digital artwork recreating Johan Cruyff’s legendary stadium moment on 22 December 1973 when the iconic Dutch player 'flew' through the air to score a seminal goal against the Atlético Madrid goalkeeper Miguel Reina. Together with the animated edition of ‘In a Way, Immortal’, the buyer has also purchased four additions NFTs that includes in each one a static image of the animated version that captures an iconic moment of the famous goal.
The auction at Sotheby's, the world's premier destination for art, luxury, and collectibles, began online on 21 July and came to an end on 29 July with the sale of the digital art work ‘In a Way, Immortal’ - inspired by a quote from Johan Cruyff. The sale of the NFT attracted the interest of more than 30 investors and there was great excitement in the final moments leading up to the closing of the auction.
The first ever NFT in the Club’s history was produced by the Club in collaboration with BCN Visuals, a strategic innovation partner and Digital Superstudio that developed the NFT’s cinematographic aesthetic. The project was made possible with the involvement of the World of Johan Cruyff.
With the purchase of the NFT, the owner becomes a Barça Digital Ambassador, which gives them the chance to enjoy various VIP benefits and experiences with the Club. Aside from being the sole owner of the NFT, the buyer will be able to enjoy a number of ‘money can’t buy’ experiences. FC Barcelona will incorporate in the NFT’s smart contract a set of experiences such as Meet & Greets, visits to La Masia, hospitality rights (for a minimum of five years), the right to play at the Spotify Camp Nou and an official handover of the ball before a friendly match.
In a Way, Immortal is the first NFT in a collection of ten works that will be presented piece-by-piece over the coming months, with each featuring iconic FC Barcelona moments and characters amplifying the Club’s legacy and historical heritage. The collection is part of the Club’s clear strategic commitment to adopting technology and innovation, and in turn, create unforgettable cultural moments -from the past and present- with the aim of both educating and inspiring its millennial, xennial and generation Z supporters, among others. The project also aims to redefine NFTs as a premium experience product.