The problem with Web3 in sports was never a lack of interest. It was never a lack of capital, creativity, or access to athletes. The problem has always been framing. For years, sports have been treated by the Web3 market as just another media channel waiting for innovation, a space where inserting technology, decentralization narratives, and future-facing promises would be enough to generate engagement. But sports do not work that way. Sports are a cultural system with their own rules: implic...

The problem with Web3 in sports was never a lack of interest. It was never a lack of capital, creativity, or access to athletes. The problem has always been framing. For years, sports have been treated by the Web3 market as just another media channel waiting for innovation, a space where inserting technology, decentralization narratives, and future-facing promises would be enough to generate engagement. But sports do not work that way. Sports are a cultural system with their own rules: implic...