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Sotheby's & Liverpool Football Club team up for first-of-its-kind NFT digital collectibles and fan community
LFC Defenders Limited Edition Sale. Courtesy Sotheby's.



NEW YORK, NY.- The Reds are entering the world of digital collectibles with the launch of their very first NFT collection, the LFC Heroes Club, a fun and innovative way to celebrate being an LFC fan from anywhere in the world. With the launch, fans will have the chance to own unique digital collectibles — inspired by 24 stars of LFC men’s team — as well as engage with other NFT owners all in one NFT community dedicated to LFC fans.

By owning an LFC NFT, supporters can join an innovative fan community, with access to an LFC community forum, unique experiences, virtual hang-outs, competitions, LFC retail discounts, and more, all while raising money for the LFC Foundation and supporting good causes in Liverpool and beyond.

To create the LFC Heroes Club, LFC worked with leading auction house Sotheby’s. This marks Sotheby’s first-ever collaboration with a sports club in its 278-year history, marking an exciting new foray into the world of digital sports collectibles.

LFC fans can join the LFC Heroes Club in two ways: by participating in the ‘Hero’ limited edition sale, or the ‘Legendary’ 1/1 auction. Both will take place on Sotheby’s Metaverse, Sotheby’s dedicated NFT marketplace, from March 30 - April 1.

Limited Edition ‘Hero’ NFTs (available for immediate purchase, March 30 - April 1)

The Limited Edition ‘Hero’ NFTs feature one LFC player or manager, each with a unique combination of traits. The NFTs will be created using a generative art algorithm that produces NFTs with traits that are mixed and matched, making each piece truly one-of-a-kind. The most common traits will be ‘Match Mode’, less common will be ‘Fresh Mode’, and the rarest will be ‘Super Mode’. It’s a mystery which collectibles buyers will receive until they are delivered to the buyers’ wallets, just like opening a pack of football stickers. These NFTs will be priced at $75 (around £56) and will be distributed to buyers in the days following the sale.

One-of-a-kind ‘Legendary’ NFT auctions (open for bidding, March 30 - April 1)

Rarest of them all, the 1/1 ‘Legendary’ NFTs show the LFC team members with superpowers, depicting the stars at their most powerful. Each is portrayed with their unique strength, which together comprises the greatness of LFC. All 24 NFTs will be sold as individual lots in an auction where the highest bidder wins.

All LFC Heroes Club NFTs will be created, purchased and distributed on Sotheby’s Metaverse, which is powered by Web3 commerce platform, Mojito, a Sotheby's-backed company. The NFTs will be minted using Polygon, an energy-efficient network. The technology reflects LFC’s commitment to having a positive impact on the environment, as part of its dedicated sustainability initiative, The Red Way.

Liverpool FC is also committed to supporting its official charity, the LFC Foundation, and recognising some of the outstanding work carried out by heroic staff off the pitch, day in and day out. LFC will donate 50% of all its ‘Legendary’ 1/1 proceeds, 10% of all its "Hero" limited edition proceeds, and 10% of the resale royalty on all future sales to the LFC Foundation. The LFC Foundation works in areas of high need, aiming to deliver sustainable and long-term change for communities to improve the lives of others.

Drew Crisp, Senior Vice President of Digital, Liverpool FC, said: “We always strive to adopt new emerging technology for supporters while also being very conscious of our impact on the environment.”

“We wanted to create a really accessible collection of NFTs that are truly unique to LFC, and simply provide fans an opportunity to explore this new and trending topic. Most importantly, we want to give fans the choice to buy one should they wish while continuing to support the great work of the LFC Foundation.”

Speaking to the project, Sebastian Fahey, Sotheby’s Managing Director for EMEA and Executive Lead for Sotheby’s Metaverse, said: "To partner with Liverpool Football Club, one of the most successful and storied football clubs in the world, for this first-of-its-kind NFT collection marks a turning point in how NFTs can be used to engage fan communities with tailored releases and unique concepts specially designed for their supporters. Together we have created a new digital art collection, which celebrates the legacy of LFC heroes, and leverages our web3 technology to enable the club’s passionate and global fan base to be a part of this exciting initiative for the long-term.”










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