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With Trace, we rewarded the commitment of tennis fans globally

Sport only exists because of the fans. However, lovers of the game get little recognition for the time, energy and loyalty they pour into their passion. The Momentum collection changed that. For eight days, we gave them the chance to claim something beautifully unique as a reward. We partnered with Trace – an innovative startup focused on fan recognition – to turn every match into a collectible memory incorporating digital artwork generated from official match data. And with 777,000 claims from 75,000 people across 110 countries, the impact was undeniable.

The challenge

Tennis fandom is built on passion, yet much of that passion goes unseen. Lovers of the game dedicate time and energy to following it, but get little recognition for their loyalty. With our partners at Trace we worked to turn that around at the Nitto ATP Finals – creating a new way to engage and reward the millions of tennis fans out there, while driving deeper connections to the sport.

“Our ambition? To give tennis fans a piece of the game that was truly theirs in recognition for their ritual commitment.”

Tareq Nazlawy

Founder & CEO, Trace

Our approach

We started with a simple insight: 99% of tennis fans have no way to be rewarded for their dedication. With this in mind, we created a unique, tokenized fan engagement program which allowed ATP to build a community with tennis fans across the world.

At the centre of it was Trace – a digital solution that transformed official match data into digital artworks. Powered by blockchain technology, each collectible was tokenized, ensuring the proof of ownership and authenticity. The Momentum eight-day fan experience meant followers could collect exclusive memorabilia of their favourite players and matches. Each piece was generated in near real-time, transforming on-court moments into striking visuals, offering fans a uniquely owned and personalized experience with the potential for these collectibles to serve as fan credentials.

This seamless, time-sensitive experience, would be accessible only on match day, driving realtime engagement and exclusivity. To amplify reach, the Trace experience was dovetailed into ATP’s digital ecosystem and tapped into fan communities, letting their passion fuel the program’s growth.

Our solution

Trace introduced 15 unique digital works of art, capturing the essence of each of the singles matches, so fans can relive the showdowns between the world’s greatest players. Available for free, but only within 24 hours of each match, the Momentum collection turned fandom into daily participation. The time-sensitive design added urgency, while blockchain technology ensured each piece was uniquely owned. As engagement grew, it became more than a collection – it became a shared experience. A way for fans to say, ‘I was there’.

Players joined in, fan conversations shaped the art, and a passionate community formed around the project. ATP’s digital channels drove awareness, while direct fan outreach and social integration kept the energy high.

And fans who collected every one unlocked a final bonus piece, that personally recognized each and every one who had taken part. With blockchain, this became a lasting reward for their dedication and a symbol of their role in this moment in tennis history.

“Combining a gamified collecting experience with generative art and blockchain technology has proven to be a powerful way for sporting bodies to understand who their fans are.”

Ward De Kruiff

Global Head of Web3 & Metaverse

Impact

Trace proved that digital collectibles can do more than commemorate a moment – they can build a movement. It didn’t just engage fans – it gave them proof and recognition that they showed up and truly belonged. The success of the campaign means Trace now has the potential to extend beyond tennis – with new opportunities to connect fans to the moments that matter, across tournaments and sports. In just one week of the Momentum campaign:

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