Dapper Labs, the Web3 company behind the NFL All Day digital collectibles brand, is capitalizing on Super Bowl weekend momentum, following a series of promotional activities and high-profile NFT sales during the NFL playoffs in January. Notably, an NFT featuring Tom Brady sold for over $40,000, while another showcasing Aaron Rodgers garnered $34,000, highlighting the brand’s appeal in the digital collectibles market.
Despite not reaching the sales volume heights of Dapper Labs’ inaugural sports-themed NFT collection, NBA Top Shot, NFL All Day has made significant strides. Since the NFL’s regular season kick-off in September, the football-themed collection has amassed nearly $10 million in cumulative sales, as per CryptoSlam! data.
In anticipation of the Super Bowl, the most significant marketing event in the U.S., Dapper Labs is releasing NFTs that capture iconic moments from legendary quarterbacks Joe Montana and John Elway, both of whom have led their teams to Super Bowl victories. The involvement of these Hall of Fame inductees in promoting the digital collectibles has been a noteworthy success, with both Montana and Elway participating in promotional efforts on NFL All Day’s X (formerly Twitter) account.
This year’s Super Bowl, featuring the San Francisco 49ers and Kansas City Chiefs in Las Vegas, offers Dapper Labs an unparalleled opportunity to showcase its NFL All Day brand to a broader audience. The decision to avoid using the term “NFT” in promotions, likely due to the acronym’s negative connotations following the crypto downturn, reflects a strategic move to appeal to a wider demographic.
Dapper Labs’ collaboration with the National Football League and NFL Players Association to launch NFL All Day in 2022 demonstrates the growing intersection between sports and the Web3 space. Despite challenges faced by sports figures endorsing crypto-related products during the industry’s recent turmoil, Dapper Labs’ ability to engage sports legends in its digital collectibles initiative marks a significant endorsement for the Web3 domain.
