How Web3 is Unlocking Billions in New Revenue for Clubs & Brands

Hi, it’s Marc. ✌️

We sat down with Michael Chock, Chief Solutions Officer at SmartMedia Technologies, John Timoney, Co-founder at Uptop and Mark Epps, Director of Communication and Web3 at ATP Tour to break down how sports clubs are leaving millions on the table—and how new tech is turning passive fans into paying customers.

Sports teams and brands monetize less than 5% of their fan base despite having millions of followers. This brings the need for monetising fan engagement, not just measuring.

On the future of Web3 and fan engagement, Mark said:

“When we launched our ‘Momentum’ campaign, we grew our fan database by 25% in just eight days. And we did it using NFTs—without even calling them NFTs."

On the need for fan identity and first-party data, John said:

“The future of fandom and marketing is direct-to-wallet. Your wallet is your identity, your transaction history, and your engagement proof—all in one."

On loyalty, Michael said:

“Sports teams don’t have a loyalty challenge—they have an engagement challenge. Having millions of Instagram followers means nothing if brands can’t turn them into real value.”

— Michael Chock, Smart Media Technologies

Want the full breakdown? We just dropped our flagship report on The Future of Fan Engagement.

Key Take-Aways for Brand Leaders

* Sports and brands have massive digital audiences but monetize only 1-5% of them. Even a 1% improvement in monetization can generate significant revenue. Brands should shift from passive social media followings to opt-in, direct engagement models that provide fan incentives.

* PRO TIP: Develop digital experiences where fans willingly share data in exchange for unique perks (e.g., exclusive early access, and customized rewards).

* The future isn’t about "fan loyalty" but fan identity tracking—understanding behaviours, preferences, and engagement across platforms. Build persistent digital identities (wallet-based or tokenized) where a fan’s engagement history follows them across platforms.

* PRO TIP: Track engagement patterns (e.g., app usage, in-stadium check-ins, digital purchases) to personalize future offers.

* The Cleveland Cavaliers' fan wallet system increased partner grocery store sales by double-digit percentages by shifting fan spending habits. Leverage data-driven loyalty ecosystems that reward fans not just for spending with the team but with partner brands.

* PRO TIP: Instead of generic discounts offer rewards tied to emotional moments—such as premium game experiences, access to exclusive gear, or VIP content.

* Platforms like Meta owns the audience, not the brand. Engagement on Instagram or TikTok means nothing if brands don’t capture direct data. Brands need to shift efforts from social media vanity metrics to first-party data collection through direct-to-fan channels.

* PRO TIP: Use QR codes, in-stadium activations, or gamified content that drives fans to owned platforms (e.g., team apps, digital wallets).

* The winning fan engagement model is open-loop, not closed-loop. This means rewards, identity, and experiences should work across multiple ecosystems. Move toward an interoperable ecosystem where a fan’s engagement in one place unlocks perks elsewhere.

* PRO TIP: Collaborate with sponsors and leagues to create a unified fan wallet where brands share, rather than silo, consumer engagement data.

* Marketers are demanding more ROI from sponsorships. Sponsors want more than just logo exposure; they want data-driven attribution. Build sponsorship assets that measure impact beyond impressions—such as engagement-based rewards or real-time participation analytics.

* PRO TIP: Use direct-to-wallet marketing instead of email spam—personalized offers will drive conversion rates exponentially higher.

Web3 is a “HOW”, not a “Why.”

The adoption curve is already underway—120M+ active blockchain wallets exist today, and digital-first consumers are shifting to seamless, owned experiences.

Tune in to dive deeper into Web3 fandom strategy.

That’s all for now.

Marc & Team

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