NFTs for UEFA EURO 2024 by Host City Dortmund
Sector: Tertiary sector · Industry: Event management · Organisation: Host City Dortmund · Maturity level: Production
Host City Dortmund developed an official NFT collection for UEFA EURO 2024 as a digital collectibles project. The collection named "The Dortmund Collection – Portuguese Edition" comprises 10,000 individually designed football collectibles marketed as the official collection of the host city. The project demonstrates the use of blockchain technology in the public sector for event marketing and digital fan engagement strategies.
Documentation status
- Project status: Production
- Evidence: Evidence high
- Editorial review: Ufuk Avci, 16 April 2026
Description
NFTs for events allow organisations to create and sell digital collectibles linked to special events. These blockchain-based assets can be issued in limited quantities and offer fans unique digital souvenirs. The technology combines traditional event marketing with modern digital approaches and creates new touchpoints between organisers and participants.
As part of UEFA EURO 2024, the host city Dortmund developed an official NFT collection as an innovative digital marketing tool. The "Dortmund Collection – Portuguese Edition" comprises 10,000 individually designed football collectibles made available via a special minting platform. The project demonstrates how public organisations can use blockchain technology to extend traditional event marketing and create new digital touchpoints with their target audience. The initiative links the local identity of the host city with the global reach of the sporting event through digital assets. Although specific success metrics are not publicly available, the project showcases the practical use of NFT technology in the public sector for major events.
Perspectives
B2B — organisations perspective
Event organisers and public organisations can open up new revenue streams and implement innovative marketing strategies through NFT collections. The technology enables the creation of digital exclusivity and generates additional value from events.
B2C — consumers perspective
Fans and event participants gain access to exclusive digital collectibles that serve as unique mementos of special events. NFTs offer new forms of digital ownership and can be acquired as investments or for personal collections.
Employees perspective
Marketing and event teams need to develop new digital skills in handling blockchain technology and NFT platforms. Work processes expand to include technical aspects such as smart contract management and community building in digital environments.
Benefits
General
- NFTs create new digital revenue streams for event organisers through the sale of limited digital assets.
- The technology enables innovative fan engagement strategies and strengthens emotional connections to events.
- Digital collectibles can appreciate in value over time and offer collectors new investment opportunities.
B2B — organisations
- Organisations can expand their brand reach through digital assets and tap into new target groups in the blockchain space.
Employees
- Teams develop valuable future skills in digital technologies and innovative marketing approaches.
Challenges
General
- The legal framework for NFTs is not yet fully clarified and can vary between countries.
- Acceptance and understanding of NFTs among the general public are still limited, which can complicate marketing.
B2B — organisations
- Public organisations must navigate complex approval procedures and political coordination processes for innovative technology projects.
Employees
- Employees require comprehensive training in blockchain technology and must acquire new technical skills.
Implementation examples
The Dortmund Collection – Portuguese Edition
The city of Dortmund wanted to develop innovative digital marketing strategies and create new ways of fan interaction as the host city of UEFA EURO 2024. The aim was to strengthen the city’s digital presence and generate additional attention for the event.
Host City Dortmund developed an official NFT collection with 10,000 individually designed football collectibles for UEFA EURO 2024.
As part of its role as host city of UEFA EURO 2024, Dortmund launched an official NFT collection as a digital marketing tool. The "Portuguese Edition" includes 10,000 unique digital football collectibles made available via a specialised minting platform. The project represents an innovative approach to how public organisations can use blockchain technology for event marketing and fan engagement.
The project addressed the challenge of combining traditional event marketing with modern digital technologies. At the same time, legal and organisational hurdles in the public sector for innovative blockchain projects had to be overcome.
Tags
NFT, Event marketing, Digital collectibles, Public sector, Fan engagement