New exhibition showcases the power of digital collectibles

Saturday 27 May 2023 10:25

Every football fan has memories from the game they cherish above all others.

This season, it could be Erik Ten Hag’s first major trophy, or Marc Skinner’s side challenging all the way to Wembley and the final day of the Women’s Super League.

These games, wins and successes build the scrapbooks of each fan’s love for football.

Earlier this season, the club began immortalising those moments with digital collectibles: unique, official memorabilia that lives forever using the latest technology - powered by Tezos, the club's official blockchain.

And today (Saturday 27 May), for a small group of digital collectible owners, their stories became etched into the fabric of Old Trafford for years to come.
The collection is being showcased at the United museum.

The club’s first step into the world of digital collectibles saw over 880,000 free ‘Keys’ claimed and 7,777 ‘Devils’ sold out across only a handful days in December. It was one of the largest launches of its kind in sport. Now, a new exhibition in the Manchester United Museum captures that story.

The exhibition explains to fans what digital collectibles - also known as non-fungible-tokens or NFTs - are; a digital form of memorabilia trackable on the blockchain, with the potential to unlock a host of rewards - from exclusive content to once-in-a-lifetime experiences.

Of those 880,000 keyholders, only five were lucky enough to claim the ‘Ultra Rare Key’ - and with it, an incredibly unique reward.

Those five Ultra Rare keyholders have their names and digital identities placed into the exhibition, on display to the hundreds of thousands of fans that step through the United Museum every year. In fact, they’re joining us this weekend to officially etch their name into the display, receive an exclusive tour of Old Trafford, rub shoulders with United legends and - tomorrow - attend the Tezos VIP box for the Men’s Team’s final game of the Premier League season, against Fulham.

As part of the club’s journey into digital collectibles and new technology, the United launched its official Discord channel - offering fans the opportunity to come together to share their passion for the Reds via a real-time, always-on social platform.

With over 90,000 members, United has the largest presence in global football. And if you own a digital collectible, you gain access to gated communities, more content and competitions just for you.

The opening of the exhibition showcases commitment of the club and Tezos - our official blockchain partner - to ensuring digital collectible holders have the most incredible experiences possible. 

The exhibition immortalises memories unique to United fans.
Ronan Joyce, Manchester United’s Director of Digital Innovation, said:

"We’ve seen the passion Manchester United supporters have for digital collectibles - and the communities these enable - over the past several months.

"Now, fans from around the world get an opportunity to come to Old Trafford, enshrine themselves in the club museum and build an even deeper relationship.

"Seeing this cutting-edge technology sit alongside the deep history and heritage of the club is fantastic. Through this exhibition, the story of our community can now be shared on an even wider scale.

Terms & Conditions

The official Manchester United licensed Digital Collectibles, powered by Tezos and brought to you by Tezos ecosystem companies, are a form of cryptoasset. The content associated with Manchester United Digital Collectibles is governed by the terms and conditions available here. Manchester United Digital Collectibles have been issued as a collectible item and not an investment. However, it is important that you keep in mind that:

1. Manchester United Digital Collectibles are not currently regulated by the Financial Conduct Authority in the UK and are not covered by the Financial Ombudsman Service or the Financial Services Compensation Scheme;

2. the value of Manchester United Digital Collectibles is variable and can go down as well as up; and

3. tax may be payable on any profits made on the sale of Manchester United Digital Collectibles.

4. for those Digital Collectibles which require purchase, the decision to purchase Manchester United Digital Collectibles requires careful thought and consideration. You should spend only what you can afford to lose, and always seek independent financial advice if you are in doubt. You should not purchase any cryptoassets if you do not fully understand the nature of your purchase and the risks involved.