N.Y.-based YellowHeart reached a deal to work with EPL club Burnley in exploring the use of NFTs and blockchain technology for fan ticketing. YellowHeart and Burnley will experiment with using NFTs as a way for fans to collect historic club moments or own digital collectibles dedicated to their favorite players, while allowing the club to reward loyal fans with discounts and experiences. The partnership’s results will initially be piloted through Burnley’s women’s team. YellowHeart is an early leader in the live events NFT space. The company launched an NFT marketplace earlier this year for live music moments and helped band Kings of Leon release an NFT album in March. The Burnley deal is one of YellowHeart’s first forays into sports. Its marketplace runs on the Ethereum Layer 2 blockchain and uses a sustainable NFT minting system. Burnley has ramped up its tech efforts since being acquired by American sports investment firm ALK Capital. The club became the first in the EPL to launch a worldwide academy player talent search powered by AI and, earlier this month, unveiled plans for installing two state-of-the-art curved LED screens at its Turf Moor stadium.
