The Pitch: GAA looks for a big slice of the €40bn NFT pie

Inside the Business of Sport with Ian Mallon

LeBron James of the Los Angeles Lakers dunks the ball during the third quarter against the Miami Heat in Game Six of the 2020 NBA Finals in October, 2020. Picture: Douglas P. DeFelice/Getty Images

THE GAA is set to enter the world of NFTs, becoming the first Irish sports brand or rights holder to issue crypto content.

Croke Park is following the lead of global sporting brands including the NBA, NFL and La Liga in issuing ‘non-fungible tokens’ as the marketplace for digital crypto is set to exceed €40 billion by the end of the year.