Purpose

Given the rise of sport non-fungible tokens (NFTs) and sponsorships from cryptocurrency companies in the sport industry during the coronavirus disease 2019 (COVID-19) pandemic, this paper aims to critically frame the partnerships between cryptocurrency and sport by exploring the reception of fan tokens amongst supporters of three English Premier League clubs: Manchester City, Everton and Crystal Palace.

Design/methodology/approach

Drawing upon the emerging critical scholarship on cryptocurrency and the political economy of professional football, this study uses digital ethnography in an attempt to understand the major themes emanating from the online forum discussions amongst fans in response to the issuance of fan tokens by the aforementioned three clubs, among other types of partnerships with crypto companies.

Findings

The supporters’ critical deliberations revolved around the contradictions of fan tokens (as a means for supposed “fan engagement” or for financial speculation) and the utility of cryptocurrency for the public. These reactions in turn showcase a larger tension underlying the financially unstable professional football industry: the contest between the owners and the fan bases over the exchange value (for profit) and use value (for community) of the clubs.

Originality/value

This paper is one of the first studies to adopt a critical framework to examine the emerging partnerships between sports and cryptocurrency companies during the COVID-19 pandemic. It also provides one of the first in-depth analyses of the critical receptions of sport NFTs amongst sport fans. While contributing to the literature on fan activism/protest in the context of the commercialization and commodification of sport, the paper also raises new questions on the responsible use of cryptocurrency/NFT in sport.

中文翻译：

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加密资本主义下争夺粉丝代币：体育 NFT 如何进一步推动粉丝圈的超级商品化

目的

鉴于体育不可替代代币（NFT）的兴起以及 2019 年冠状病毒病（COVID-19）大流行期间体育行业加密货币公司的赞助，本文旨在通过探讨加密货币与体育之间的合作伙伴关系曼城、埃弗顿和水晶宫这三个英超俱乐部的支持者之间的球迷代币。

设计/方法论/途径

本研究利用有关加密货币和职业足球政治经济学的新兴批判性学术成果，利用数字民族志，试图了解球迷针对上述三家具乐部发行球迷代币而进行的在线论坛讨论中产生的主要主题，以及与加密货币公司的其他类型的合作伙伴关系。

发现

支持者的批判性审议围绕着粉丝代币（作为所谓的“粉丝参与”或金融投机的手段）和加密货币对公众的效用之间的矛盾。这些反应反过来展示了财务不稳定的职业足球产业背后更大的紧张局势：老板和球迷之间围绕俱乐部的交换价值（为了利润）和使用价值（为了社区）的竞争。

原创性/价值

本文是首批采用关键框架来研究 COVID-19 大流行期间体育和加密货币公司之间新兴合作伙伴关系的研究之一。它还提供了对体育迷对体育 NFT 的批评接受程度的首次深入分析之一。在为体育商业化和商品化背景下的球迷激进主义/抗议做出贡献的同时，本文还提出了关于在体育中负责任地使用加密货币/NFT 的新问题。