Financialising leisure: Non-Fungible Tokens (NFTs), collectables and commodification without limit

Abstract

The profile of blockchain-based technologies such as collectable non-fungible tokens (NFTs) has ascended rapidly in recent years. This ascent is evident by major sponsorships of sporting teams, leagues and stadiums, licencing deals, NFT ‘drops’, and advertising campaigns. This article explains and analyses these complex and fast-changing developments using a political economy of communication approach that is linked to the field of leisure studies. It draws on the trade press as a key source of evidence, thereby revealing the ‘storylines’ used by industry to construct and legitimate NFTs as a consumer product. We argue that this process relies on legitimating practices and discourses that function to transmogrify the unfamiliar – blockchain technologies and NFTs in this case – into the familiar, despite the many problems associated with them, including company failures, suspect advertising practices, and intellectual property infringement. This is achieved by the presentation of NFTs as collectable fan tokens, linking them discursively to a long history of sport collectables as a hobby and form of leisure (e.g. physical trading cards, athlete autographs and memorabilia). The overall outcome is a deeply problematic vision of leisure for collectors as their practices are subject to ever-expanding financialisation, digital enclosure and uncertain value.