Web3 in football is bigger than simply putting a club logo on a blockchain.
The real opportunity is giving supporters something they can actually use: digital collectibles, fan memberships, voting mechanisms, rewards and experiences that connect fans with clubs beyond matchday.
We've already seen crypto companies use football sponsorships to build visibility, while blockchain-based fan products continue to develop.
But there is a difference between blockchain being useful and blockchain simply being a marketing word.
Fans don't care about the technology if the experience isn't better.
Would you actually use a club's Web3 membership if it gave you meaningful access and rewards?