Paris Saint-Germain F.C., one of the most prominent soccer clubs in France, is joining forces with its cryptocurrency exchange sponsor, Crypto.com, to launch a unique collection of matchday posters. What sets these posters apart is that they are co-created using artificial intelligence (AI) tools and will be available as non-fungible tokens (NFTs) for fans to collect.
The poster series for PSG has been designed by Benjamin Benichou, an artist who incorporates generative AI into his creative process. Out of a total of 1,970 versions, only seven were ultimately selected to be released as part of the NFT series.
Starting with their match against Olympique de Marseille on September 24 in France’s Ligue 1 soccer league, PSG will display these posters across seven matches during the upcoming season. Each NFT will be made available on Crypto.com’s NFT platform for eligible account holders to claim, corresponding with the matchday associated with each poster.
What makes this collaboration even more exciting for fans is that those who manage to collect all seven NFTs will have the chance to win prizes such as prints of Benichou’s original artwork, signed shirts from PSG players, and VIP tickets to attend the team’s final home match of the season.
Fabien Allègre, the Chief Brand Officer of PSG, expressed enthusiasm about the collaboration, stating that it has allowed the club to explore new creative possibilities: “This collaboration with Benjamin Benichou has given us a better understanding of this new tool, which opens up endless creative possibilities. In continuing to explore new frontiers, Paris Saint-Germain is striving to redefine the future of sport, opening up unexplored horizons for new generations of supporters.”
It is worth noting that Crypto.com became PSG’s first official cryptocurrency platform partner in 2021, under a sponsorship deal reportedly worth around $30 million over three years. This partnership highlights the increasing presence of cryptocurrencies and blockchain technology in the sports industry.
Paris Saint-Germain has previously ventured into the world of Web3 through its licensing deal with NFT fantasy sports game Sorare last year. The club’s acquisition of superstar player Lionel Messi in 2021 also reportedly involved payments made through Socios crypto fan tokens.
Benjamin Benichou, the artist behind the AI-generated poster series, is also the CEO of social e-commerce startup Drop. He has shared images on LinkedIn showcasing AI-designed Nike concept stores created in collaboration with Midjourney, demonstrating the intersecting potential of AI and branding.
Commenting on the collaboration, Benichou highlighted the infinite possibilities that arise when combining a brand as inspiring as Paris Saint-Germain with a powerful tool like artificial intelligence. He stated, “This initiative paves the way for a new territory of artistic and creative expression where art meets technology.”
The collaboration between Paris Saint-Germain F.C. and Crypto.com showcases the growing influence of NFTs and AI in the sports and entertainment industries. By merging art, technology, and sports, these organizations are pushing boundaries and providing fans with innovative ways to engage with their favorite teams and players.
