Why Blockchain May Be The Next Big Play In U.S. Sports

Forbes

4 days ago

Julian La Picque, Group CFO of Chiliz, the creator of Fan Tokens.
The passing of the GENIUS and CLARITY Acts has brought long-awaited regulatory clarity to the U.S. crypto market. With the U.S. adopting a more structured environment for investor protection, the pathway for mainstream adoption is now clearer.
One area of major interest is the U.S. sports market, which is now primed for blockchain-led innovation.
While the sector experienced rapid innovation leading up to 2021, regulatory uncertainty in the subsequent years significantly slowed progress. Today, with about 65 million Americans owning some form of crypto assets and a new wave of pro-innovation regulatory momentum building, the conditions for meaningful adoption are returning.
At my company, we made the strategic decision to exit the U.S. in 2022 amid unclear regulatory frameworks. Now, we've reengaged and held strategic discussions with the SEC Crypto Task Force, with active plans to invest $50 million to $100 million in the U.S. market. These pivotal discussions reflect a wider industry effort to build responsibly and to bring blockchain technology to U.S. sports in a way that supports compliance and evolution.
As I see it, the question isn't whether blockchain will reshape U.S. sports, but how. Fan tokens may answer a major part of that question.
A Green Light For Blockchain Innovation?
The current administration's pledge to make America 'the crypto capital of the world' and predictions of 'explosive growth' in the sector signal a green light for innovation, particularly in areas where utility meets culture.
American sports organizations recognize blockchain's potential for new avenues for ownership, participation and engagement. Major U.S. leagues like the NBA and NFL are expressing concrete interest in fan tokens. The focus is on real-world use cases: sustainable monetization, long-term engagement and meaningful fan experiences. My company's fan token partnerships with more than 70 major global clubs have already proven the value of this model. The U.S. is poised to lead this next chapter.
The Evolution Of Fan Engagement: From Passive To Active Participation
This alignment between government, sport and technology isn't just setting the tone at the top; it's helping bring a proven global model to a new frontier. Fan tokens powered by my company have shown for more than five years that supporters are clamoring to move fandom from passive to active participation. Over 15 million votes have already been cast by fans across partner teams—proof that this is not speculative hype but a mainstream trend.
The key to adoption lies in making blockchain invisible to the user: an engine that powers familiar, rewarding experiences. Think of these integrations like next-gen loyalty programs that feel intuitive, rewarding and familiar. Fans already understand the value of earning perks through engagement; blockchain can help make those interactions more secure, more interactive and ultimately more meaningful.
A Game Changer For Efficiency And Transparency In Sports Betting
What if you could confidently wager on a match without the need to pay a third party? With on-chain smart contracts, fans can wager peer-to-peer using fan tokens: instant, trustless and secure. Existing prediction markets have already shown the potential of decentralized betting, and with the new political administration paving the way for clearer regulations, we're just at the beginning of a new era for blockchain-powered sports betting—no middlemen, no delays, no doubts.
The U.S. sports betting market has exploded, jumping from $7 billion in 2018 to nearly $150 billion in 2024, a staggering 2,000% surge. The potential for blockchain to transform sports betting is enormous. Imagine staking tokens on your favorite team's victory, with the result governed by smart contracts that execute payouts instantly, without the need for traditional, third-party betting systems. This trustless system can help ensure that transactions are secure, transparent and free from human error.
This is betting made for the modern fan, and for a market that's growing at warp speed. Nearly 1 in 7 Americans are betting on live sports. Blockchain can help make this process smarter, safer and fan-first.
U.S. Market: A Fertile Ground For Blockchain Innovation
The U.S. is a country where fandom is a full-time passion and innovation finds an eager, mainstream audience. Elsewhere, Web3 is already driving remarkable fan engagement, with proven success. European giants like Juventus, AC Milan, FC Barcelona, Manchester City FC and Paris Saint-Germain FC are all among those using fan tokens to strengthen fan loyalty and elevate the fan experience. (Full disclosure: These organizations have all launched fan tokens in partnership with my company; Paris Saint-Germain is also a validator on the Chiliz Chain.)
But no one monetizes passion like the U.S. does. Look at the 2025 Super Bowl: over 127 million viewers, the biggest TV event ever in the U.S. Add a mature sports infrastructure and a fan base that thrives on storytelling, and the U.S. isn't just ready, it's hungry.
From MLB digital collectibles to NBA Top Shot, American fans know and love the trading game. The U.S. is the birthplace of the baseball card and of fantasy football leagues—ecosystems that gamify the fan experience and are prime candidates for blockchain. Blockchain doesn't replace the fun; it supercharges it. In a country where sport is far more than just a game, this tech isn't just a feature; it's the future.
Considerations For The Intersection Of Sports And Blockchain
While the potential of blockchain and fan tokens in U.S. sports is immense, it's important to acknowledge some of the challenges. Like any emerging technology, adoption requires thoughtful design, clear communication and strong safeguards. Educating fans, ensuring responsible token use and protecting against speculative misuse are essential. Regulatory clarity is definitely improving but remains a key factor for mainstream confidence. As with any innovation, the path forward must be shaped with care, trust and accountability at the core.
Fans Not Just Watching—Owning, Voting And Co-Creating
In the future, fans will no longer simply consume sports; they will own a piece of the action, help shape their team's future and participate in the co-curation of their collective fandom. As blockchain technology becomes more integrated into U.S. sports, I believe it will redefine what it means to be a fan.
With the U.S. hosting the 2026 FIFA World Cup, there lies a prestigious global sporting moment to show the opportunity for blockchain to reshape the sports landscape. We're approaching a once-in-a-generation opportunity. Now is the time for U.S. sports organizations to own this shift and better future-proof their engagement strategies.
The information provided here is not investment, tax or financial advice. You should consult with a licensed professional for advice concerning your specific situation.
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