FIFA goes all in on Web3: why sports brands are winning the NFT game

Whilst the initial foray into Web3 by sports brands was marked by enthusiasm and innovation, many have since re-evaluated their positions due to market volatility, limited consumer engagement and unclear return on investment. Now, there are some sport brands which have a different playbook regarding Web3 - doubling down when others are pulling out. The Fédération Internationale de Football Association (FIFA) is one of such brand, as evidenced in the announcement of the migration of its NFT platform, FIFA Collect, from Algorand to its proprietary EVM-compatible FIFA Blockchain on May 20, 2025. This move aims to enhance scalability, reduce transaction fees and integrate with Ethereum’s ecosystem, enabling broader accessibility through wallets such as MetaMask. The migration underscores FIFA’s ambition to control its blockchain infrastructure, offering features such as exclusive ticket access for the 2026 World Cup through NFT ownership. But this is not FIFA’s only Web3 play. In 2025, FI…