March 22, 2022

The Miami Heat welcome blockchain to their shores

SBJ Atlas

The Miami Heat, sitting atop the NBA Eastern Conference standings as the playoffs approach, launched their second NFT collection, the “Miami Mashup.” The selection was listed on crypto exchange company FTX’s marketplace on March 11 and features more than 400 digital collectibles. The day after, the Heat announced the grand opening of the FTX Token Lounge, an offering to courtside seat holders that showcases NFT artwork in a luxurious in-venue area. Last summer, the crypto company became the first brand in its category to sign a naming rights deal with a major U.S. sports team when the company agreed to terms with the Heat to rename then American Airlines Arena. For more detail on major partnerships across the sports world, head to SBJ Atlas.