SPAIN Law and Practice Contributed by: Joaquín Jofre Fernández-Abascal, Jofre Sports Law
10. NFTs, AI and the Metaverse 10.1 Non-Fungible Tokens (NFTs)
Risks and Challenges Regulatory scrutiny
In 2026, the EU’s Markets in Crypto-Assets (MiCA) Regulation is fully active. Spanish clubs must com - ply with strict transparency and consumer protection rules, as NFTs marketed as “investments” can lead to heavy fines if they lack proper disclosures. Market volatility The crash of several high-profile NFT projects in previ - ous years has left many fans wary. If a club-backed NFT loses significant value, it can lead to reputational damage and accusations of exploiting loyal fans. ESG concerns Despite the move to “proof of stake” networks, the perceived environmental impact of blockchain remains a hurdle for brands with strict ESG policies. Complexity The technical barrier for the average fan (setting up wallets, managing private keys) remains a significant hurdle for mass adoption. 10.2 AI In 2026, the intersection of AI and sports in Spain is primarily governed by a pioneering EU legal frame - work, while sports entities have moved from experi - mental pilots to integrating AI as a core pillar of their operational and commercial strategies. Key AI Legislation and Regulation The regulatory landscape is dominated by the EU AI Act and its specific implementation within Spanish law. EU AI Act (Regulation (EU) 2024/1689) This is the foundational law, becoming fully applica - ble on 2 August 2026. It classifies AI systems by risk (unacceptable, high, limited or minimal). • High-risk systems: AI used in recruitment, biomet - ric identification (stadium access) or performance assessment may be classified as “high-risk”, requiring strict data governance and human over - sight. • Prohibited practices: remote biometric identifica - tion (facial recognition) in public spaces is generally
In 2026, the NFT market in Spain has shifted from speculative digital art towards utility-based assets and fan engagement tools. While the initial hype has cooled, sports organisations have integrated block - chain technology into their core commercial strategies to create deeper connections with global fanbases. How Sports Organisations are Using NFTs Smart ticketing Leading clubs in LaLiga use NFTs to replace tradi - tional tickets. These Smart NFTs prevent fraud, facili - tate secure secondary market resales, and transform into digital collectibles (containing match highlights or Sorare remains a dominant partner for Spanish foot - ball. Clubs monetise player image rights through digital “cards” that fans use in play-to-earn fantasy leagues. This creates a recurring revenue stream through secondary market transaction fees. Metaverse merchandising stats) once the game ends. Fantasy sports and licensing Clubs such as FC Barcelona and Real Madrid have launched digital kits and “wearables” for avatars in virtual worlds. This allows sponsors (eg, Nike, Adidas) to sell digital-only apparel, bypassing physical manu - NFTs allow Spanish clubs to monetise their interna - tional fans who may never visit Spain, providing them with a sense of “ownership” and exclusive digital access. Regarding historical archive monetisation, organisations can sell “iconic moments” (video clips of historic goals or trophies) as limited-edition NFTs, turning digital archives into liquid assets. Data and personalisation Blockchain technology allows clubs to track fan behaviour and preferences more accurately, enabling highly personalised sponsorship activations. facturing costs. Opportunities Global monetisation
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