FC Barcelona is launching the first NFT in its history: an audiovisual digital artwork recreating Johan Cruyff’s iconic stadium moment on December 22, 1973, when the legendary Dutch player “fly” through the air to score a landmark goal against the Atlético Madrid goalkeeper , Miguel Reina. The auction at Sotheby’s, the world’s premier destination for art, luxury and collectibles, will be presented in a hybrid online live auction and will include the one-off animated edition of Immortal in a wayplus another four NFTs, each containing a still from the animated version, capturing an iconic moment of the iconic goal.
The high-end titled Immortal in a way -inspired by a quote from Johan Cruyff- was produced by the Club in collaboration with BCN Visuals, a strategic innovation partner and digital superstudio that developed the NFT’s cinematic aesthetic. The purchaser of this unique work of art will also receive a range of VIP Club based benefits and experiences and will be listed as a Barça Digital Ambassador. Below is more information on the NFT and its benefits. The project was made possible through the participation of the World of Johan Cruyff.
Immortal in a way is the first NFT in a collection of ten works that will be presented piece by piece over the coming months, each featuring iconic FC Barcelona moments and characters that expand on the club’s legacy and historical legacy. The collection is part of the club’s clear strategic commitment to employing technology and innovation in return for creating unforgettable cultural moments – past and present – aiming to delight its Millennial, Xennial and Gen Z followers, among others to educate as well as to inspire.
In addition to encouraging loyalty among a younger audience, one of the project’s goals is to redefine NFTs by creating a bonus Experience product to a cinema experience. The future owner of this NFT who is named Barça Digital Ambassadorwill also enjoy unique club-based benefits and experiences, such as: B. Access to Training Sessions.
More information on the auction can be found at nft.fcbarcelona.com, including a countdown to when the online bidding period begins today, July 21st, as well as a link to watch the auction live on July 29th.
More than 10,000 production hours
Immortal in a way retells Johan Cruyff’s legendary goal in a poetic animation of molten gold created by a 40-strong team of Hollywood’s most talented computer graphics (CG) and visual effects (VFX) artists. The 40-second film is accompanied by an original soundtrack performed by a 30-piece orchestra and includes real sounds from the Camp Nou stadium and FC Barcelona fans.
Hollywood’s CG and VFX team worked on all aspects of the production, from a Johan Cruyff digital sculpture, simulating gold-colored liquids, textures and shading, to state-of-the-art cinematography and camerawork. The production of Cruyff’s digital sculpture required more than a thousand man-hours and the total production totaled more than 10,000 production hours.
100% Barça experiences for the owner of the NFT
Aside from being the sole owner of the NFT, the Barça Digital Ambassador will be able to have a range of experiences that money can’t buy. FC Barcelona will include in the NFT smart contract a number of benefits such as meet and greets, visits to La Masia, hospitality rights (for a minimum of five years), the right to play at the Spotify Camp Nou and an official handover of the ball before a friendly match.
A special live auction event at Sotheby’s
bid on Immortal in a way will open online starting today, July 21, before being sold in a live auction at Sotheby’s New York on July 29. The buyer has the option to pay in cryptocurrency (BTC, ETH, DOT or USDC) or fiat currency. The link to Sotheby’s sales page is sothebys.com/en/digital-catalogues/fc-barcelona.
Interested bidders outside of New York will be able to bid online during the live auction.
Joan Laporta, President of FC Barcelona, said: “Barça, with more than 400 million followers on social media, is constantly opening up new ways to connect with our fans and we believe that with the club’s new NFT strategy we have found a unique opportunity to brand Barça further expand and consolidate. We are delighted to present Johan Cruyff in our first FC Barcelona Masterpiece Immortal in a way, with Johan having such a huge impact on FC Barcelona as a club, but on modern football as it is generally played today. This artistic capture is a great tribute to Johan Cruyff, this iconic moment and the entire legacy and historical legacy of FC Barcelona.”
Eric Sas, Founder and Head of Innovation at BCN Visualscommented: “NFTs were too quickly associated with the explosive demand for crypto, but with Immortal in a way We’re bringing NFTs back into the realm of fine art. Unlike the plain NFT GIF, this mini-movie is a true piece of Renaissance digital art – almost a piece of marble, sculpted by Hollywood’s most talented visual effects artists. This project aims to become the new benchmark for the next evolution of NFTs, where new digital artworks resemble the masterpieces of yesteryear.”
Michael Bouhanna, Vice President of Sotheby’s, Co-Head of Digital Art Sales, commented: “The legend of Johan Cruyff has delighted generations of football fans for decades. Working with FC Barcelona, one of the most iconic football clubs in the world, to commemorate one of the most memorable moments in football history is a truly exciting moment for Sotheby’s and for the digital collectibles course. Uniquely, NFT technology has not only opened endless possibilities for digital artists to share their unique work, but also enabled a world-class club to immortalize an iconic sporting moment on the blockchain.”
Jordy Cruyffadded: “The NFT Immortal in a way will forever be linked to my father’s legacy. He would have been fascinated to see that one of his finest goals at FC Barcelona was the inspiration to create this one of a kind digital work of art that we hope will be enjoyed, admired and remembered forever.”
What are NFTs?
Non-Fungible Tokens (NFTs) are unique digital items that have revolutionized the way digital art and collectibles can be collected and traded. Each NFT represents a non-exchangeable unit of data — NFTs are often associated with digital files containing rich media such as photos, video, or audio — that are stored on a blockchain and can be sold and transferred. The record of each NFT stored on a blockchain is immutable, meaning it cannot be altered, and for the first time provides an irrefutable certificate of ownership of a digital object.
About Barcelona football club
FC Barcelona was founded in 1899 and is unique in many ways. The club is owned by its more than 140,000 members. Due to its very special personality, Barça is considered “More than a Club”. The team’s distinctive playing style is projected by the best players and coaches of their time combined with the club’s famous reliance on homegrown talent around the world.
All of this goes hand-in-hand with an ongoing quest to become the most admired, loved, and global sports institution in the world. This mission is supported by core principles such as humility, effort, ambition, respect and teamwork, while the club is also known for its commitment to society, channeled through the FC Barcelona Foundation and its work to educate children through the positive values of Sports. This unstoppable growth in recent years has resulted in a global reach of more than 400 million fans on social media, making it the sports club with the most followers on social networks.
About BCN Visuals
BCN Visuals is an innovative technology company and digital superstudio. The pioneers are best known for winning the best advertising for 2021 in Europe with The Walt Disney Company, creating the legendary Coca Cola Christmas campaign in Times Square and launching the new Playstation game internationally with the latest technology .
With headquarters in Barcelona and Los Angeles, and offices in New York and London, BCN Visuals creates immersive content experiences that blur the line between advertising and entertainment. BCN Visuals has generated billions of online earned media impressions for Netflix, Dior and Amazon Studios, among others. Founders, Eric Sas and Alan Company, made the cover of Forbes Magazine in 2021 and were listed as the 100 Most Creative People and Top 30 Under 30.
Founded in 1744, Sotheby’s is the world’s leading address for art and luxury. Sotheby’s promotes access to and ownership of exceptional art and luxury objects through auction and buy-it-now channels, including private sales, e-commerce and retail. Our trusted global marketplace is supported by an industry-leading technology platform and a network of specialists spanning 40 countries and 70 categories including Contemporary Art, Modern & Impressionist Art, Old Masters, Chinese Artwork, Jewelry, Watches, Wine & Spirits, and design, as well as collector cars and real estate. Sotheby’s believes in the transformative power of arts and culture and is committed to making our industries more inclusive, sustainable and collaborative.
About the world of Johan Cruyff
The world of Johan Cruyff honors the life and legacy of Johan Cruyff. This is where all of Johan’s organizations and initiatives come together; Cruyff Institute (education), Cruyff Foundation (charity), Cruyff Football (soccer), Cruyff Classics (fashion), Cruyff Library (books) and Cruyff Management.