An audiovisual digital artwork reenacting Johan Cruyff’s epic stadium moment on December 22, 1973, when the legendary Dutch footballer “flew” through the air to score a crucial goal against the Atlético Madrid goalkeeper Miguel Reina, is the first NFT in FC Barcelona’s history.
The In a Way, Immortal animated edition, a one-of-one NFT, and four additional NFTs with still images from the animated version, each of which captures an iconic moment of the legendary goal, will be up for auction at Sotheby’s, the world’s premier location for art, luxury, and collectibles. The auction will be conducted in a hybrid online-live format.
The high-end work, In a Way, Immortal, was created by the Club in partnership with BCN Visuals, a strategic innovation partner, and Digital Superstudio, who created the cinematographic style for the NFT. It was inspired by a phrase by Johan Cruyff. In addition to receiving a number of VIP Club-based advantages and experiences, the purchaser of this one-of-a-kind work of art will also be designated a Barça Digital Ambassador. Please see the following for further details on the NFT and its advantages. The World of Johan Cruyff’s involvement in the project made it feasible.
The first of 10 NFTs, In a Way, Immortal, showcases legendary FC Barcelona characters and moments that add to the Club’s legacy and historical heritage. The remaining nine NFTs will be unveiled one at a time over the ensuing months. The collection is a component of the Club’s unmistakable strategic commitment to embracing technology and innovation, creating unforgettable cultural events -from the past and present- with the goal of inspiring and educating its millennial, Xennial, and generation Z followers, among others.
One of the objectives of the project is to reinvent NFTs by turning a high-end experiential product into a cinematic experience, in addition to encouraging loyalty among a younger audience. The future owner of this NFT, who will be known as the Barça Digital Ambassador, will additionally have access to exclusive Club perks and experiences like training sessions.
Further information related to the auction can be found at nft.fcbarcelona.com, including a countdown to the opening of the online bidding period, which starts today, July 21, as well as a link to follow the auction live taking place on July 29.