LFC and Sotheby’s Launch LFC Heroes Club

By Sotheby's
LFC introduces first-of-its-kind digital collectibles and fan community
  • LFC is launching official collection of squad-inspired digital artwork, known as NFTs
  • Collection created in collaboration with Sotheby’s; sale to take place on Sotheby’s Metaverse 
  • Owners of NFTs can access a new fan community, the LFC Heroes Club 
  • NFTs minted using energy-efficient blockchain
  • Charitable contributions from initial and future NFT sales to benefit LFC Foundation

Liverpool, UK | 24 March 2022— The Reds are entering the world of digital collectibles with the launch of their very first NFT collection, the LFC Heroes Club, a fun and innovative way to celebrate being an LFC fan from anywhere in the world. With the launch, fans will have the chance to own unique digital collectibles — inspired by 24 stars of LFC men’s team — as well as engage with other NFT owners all in one NFT community dedicated to LFC fans.

By owning an LFC NFT, supporters can join an innovative fan community, with access to an LFC community forum, unique experiences, virtual hang-outs, competitions, LFC retail discounts, and more, all while raising money for the LFC Foundation and supporting good causes in Liverpool and beyond.

To create the LFC Heroes Club, LFC worked with leading auction house Sotheby’s. This marks Sotheby’s first-ever collaboration with a sports club in its 278-year history, marking an exciting new foray into the world of digital sports collectibles.

LFC fans can join the LFC Heroes Club in two ways: by participating in the ‘Hero’ limited edition sale, or the ‘Legendary’ 1/1 auction. Both will take place on Sotheby’s Metaverse, Sotheby’s dedicated NFT marketplace, from March 30 - April 4.

Limited Edition ‘Hero’ NFTs (available for immediate purchase, March 30 - April 4)

The Limited Edition ‘Hero’ NFTs feature one LFC player or manager, each with a unique combination of traits. The NFTs will be created using a generative art algorithm that produces NFTs with traits that are mixed and matched, making each piece truly one-of-a-kind. The most common traits will be ‘Match Mode’, less common will be ‘Fresh Mode’, and the rarest will be ‘Super Mode’. It’s a mystery which collectibles buyers will receive until they are delivered to the buyers’ wallets, just like opening a pack of football stickers. These NFTs will be priced at $75 (around £56) and will be distributed to buyers in the days following the sale.

One-of-a-kind ‘Legendary’ NFT auctions (open for bidding, March 30 - April 4)

Rarest of them all, the 1/1 ‘Legendary’ NFTs show the LFC team members with superpowers, depicting the stars at their most powerful. Each is portrayed with their unique strength, which together comprises the greatness of LFC. All 24 NFTs will be sold as individual lots in an auction where the highest bidder wins.

All LFC Heroes Club NFTs will be created, purchased and distributed on Sotheby’s Metaverse, which is powered by Web3 commerce platform, Mojito, a Sotheby's-backed company. The NFTs will be minted using Polygon, an energy-efficient network. The technology reflects LFC’s commitment to having a positive impact on the environment, as part of its dedicated sustainability initiative, The Red Way.

Liverpool FC is also committed to supporting its official charity, the LFC Foundation, and recognising some of the outstanding work carried out by heroic staff off the pitch, day in and day out. LFC will donate 50% of all its ‘Legendary’ 1/1 proceeds, 10% of all its "Hero" limited edition proceeds, and 10% of the resale royalty on all future sales to the LFC Foundation. The LFC Foundation works in areas of high need, aiming to deliver sustainable and long-term change for communities to improve the lives of others.

Drew Crisp, Senior Vice President of Digital, Liverpool FC, said: “We always strive to adopt new emerging technology for supporters while also being very conscious of our impact on the environment.”

“We wanted to create a really accessible collection of NFTs that are truly unique to LFC, and simply provide fans an opportunity to explore this new and trending topic. Most importantly, we want to give fans the choice to buy one should they wish while continuing to support the great work of the LFC Foundation.”

Speaking to the project, Sebastian Fahey, Sotheby’s Managing Director for EMEA and Executive Lead for Sotheby’s Metaverse, said: "To partner with Liverpool Football Club, one of the most successful and storied football clubs in the world, for this first-of-its-kind NFT collection marks a turning point in how NFTs can be used to engage fan communities with tailored releases and unique concepts specially designed for their supporters. Together we have created a new digital art collection, which celebrates the legacy of LFC heroes, and leverages our web3 technology to enable the club’s passionate and global fan base to be a part of this exciting initiative for the long-term.”

For more information about LFC Heroes Club, please visit metaverse.sothebys.com/lfc  

follow @LFCHeroesClub on Twitter and join the LFC Heroes Club Discord.

For more information, please contact:

Sotheby’s Press Office
Derek Parsons: Derek.Parsons@sothebys.com
Alicia Stockley: Alicia.Stockley@sothebys.com

Liverpool FC PR Office
Email: PR-Department@liverpoolfc.com
Tel: +44 151 432 5686

Notes to Editors 

Liverpool Football Club

Founded in 1892, Liverpool FC is one of the world’s most historic and famous football clubs, having won 19 League Titles, including the Premier League, seven FA Cups, eight League Cups, six European Cups, three UEFA Cups, four European Super Cups and 15 Charity Shields.

As a socially responsible Club, Liverpool FC is proud of its heritage and plays a proactive role in its communities through its official charity, Liverpool FC Foundation, which aims to create life changing opportunities for children and young people in Merseyside and beyond, and the Red Neighbours programme, which creates events and experiences specifically aimed at improving the lives of those living in and around the Anfield area (L4, L5 and L6).

About the Liverpool FC FoundationThe LFC Foundation is the official charity of Liverpool Football Club; delivering a range of programmes and partnerships to create life changing opportunities for children and young people in the Liverpool City Region and beyond. The charity focuses its work in three key impact areas; wellbeing, skills and communities and delivers a variety of regular physical activity initiatives in Merseyside, including ‘Go Play’ a free multi-sport sessions delivered in 15 local parks. It also works with the Premier League to implement programmes including Premier League's Kicks programmes and Primary Stars. Read more at https://foundation.liverpoolfc.com.

About Sotheby’s 

Established in 1744, Sotheby’s is the world’s premier destination for art and luxury. Sotheby’s promotes access to and ownership of exceptional art and luxury objects through auctions and buy-now channels including private sales, e-commerce and retail. Our trusted global marketplace is supported by an industry-leading technology platform and a network of specialists spanning 40 countries and 50 categories, including Contemporary Art, Modern Art, Old Masters, Sculpture, Chinese Art, Islamic & Middle Eastern Art, African Art, Russian Art, Books, Jewelry, Watches, Wine and Spirits, and Design, among many others.

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