Motorsport series NASCAR has partnered with Wax blockchain to launch an NFT (non-fungible token) collection, which celebrated yesterday (Sunday)’s Daytona 500 race.
The NASCAR NFTs were free and only available to ticket holders for the US event.
Organisers emailed around 25,000 NASCAR ticket holders to announce the launch, and provide details on how to download the digital wallet from WAX to enter a contest to win the digital asset.
Only 500 NFTs were available, and the winners were then put into a draw for the opportunity to win one of five NASCAR drivers’ autographed helmets.
Tim Clark, NASCAR chief digital officer, said: “We want to thank our fans for their continued dedication to the sport by gifting ticket holders with a free digital collectible to commemorate the Great American Race.
“Fans want to engage with brands in new and unique ways and this is another step in that process.”
Wax has previously collaborated with toy and collectibles manufacturers Topps, Hasbro, Mattel and Funko.
A number of US sports have announced NFT drops over the last months, most notably the NFL. Over the holiday period last year, NFTs were made available to ticket holders for specific games.
The NFL then launched commemorative NFTs for those that attended the recent Super Bowl in Los Angeles.
The NBA’s Cleveland Cavaliers also recently revealed a new virtual experience, ‘My Cavs Locker’. Those that attend games will be able to purchase in-venue only NFTs, with non-attendees having to search secondary markets.