Cristiano Ronaldo. Just its name alone brings to mind ideas of athletic skill, worldwide worship, and, more recently, technological advancement. His latest NFT collection, "Forever to the Moon," in partnership with Binance, promises to deepen his connection with fans through Web3. But does it really? For are we not seeing, once again, a case of celebrity endorsed financialization taking advantage of the fervor of a frantic football faithful?

Web3's Great Promise Or Empty One?

While Binance has 270 million user accounts, so too does Ronaldo have the potential to reach his global followers. The promise is tantalizing: unlock exclusive experiences, forge deeper connections, and own a piece of the CR7 magic. Seven very fortunate souls each receive seven minutes with the man himself. Signed jerseys and autographed footballs, as well as Binance Blockchain Week tickets are available. We know – it all sounds like a fan dream come true.

At times, Web3 seems like the greatest democratizer ever, the tool to free the people and bypass the old guard gatekeepers. In reality it’s much messier. How many of Ronaldo’s fans even know what blockchain technology is? How many have access to the reliable internet, digital literacy, and time to navigate this new world of NFTs? Critically, how many people can afford to play this digital lottery?

Imagine Ayesha, a young woman living in rural Bangladesh who dreams of becoming the next Ronaldo. She might spend her meager earnings on a pirated jersey or gather with friends to watch his matches on a crackling television signal. What should concern Aspec is whether she has the disposable income – or better, the access – to purchase a Ronaldo NFT. Has her fandom finally started to get its due credit? Or is she at risk of greater ostracism from a society that is increasingly separated by those with digital access and fiscal means?

The unexpected connection here is glaring: NFTs, championed for their supposed democratizing potential, can ironically exacerbate existing inequalities. The ultra-rich elite, of course, benefit from special treatment and early access, producing a strataed fandom. At the same time, millions more sit on the sidelines, making their love for the game a spectator sport. The “Forever to the Moon” campaign runs the risk of becoming a frustrating permanent monument to this irony.

Ronaldo adds that this partnership creates a new way for him to connect deeply with his fans while demonstrating the power of Web3 to recognize and reward true loyalty. Binance completely agrees with this sentiment, and we want to bring Web3 to all fans of sports. Is that really what's happening?

Is This Really Fan Empowerment?

All pre-CR7 NFT purchasers get five mystery boxes credited to them. This seems less like a program born from gratitude and more like an effort to lure more spending, designing a VIP program for the already wealthy. The early investors have more opportunities to be winners. Where's the fairness in that? Where's the awe?

That sounds a lot like the old phrase—“the rich get richer.” This is not an attempt to democratize access, but rather, an attempt to gamify fandom for profit. In the process, the emphasis moves away from authentic engagement to speculative bet-making. Now, you’re not in it for your love of Ronaldo—you’re in it for the potential resale value. And who benefits most from that?

This leads us to an uneasy question: are Ronaldo and Binance truly interested in empowering fans or simply monetizing them? Are they using blockchain to build a more equitable society? Or are they exploiting the millions’ love for the game for their own profit?

The “Forever to the Moon” collection isn’t a bad idea, per se. It is true that it embodies the next frontier in fan engagement, providing a window into the future. It carries a heavy responsibility. Ronaldo and Binance’s combined platform and reach is something that very few can match. In doing so, they do have the power to shape the narrative around NFTs and how this technology is adopted.

What's Next, Responsible NFT Adoption?

What if instead, they used this power to advocate for the creation of digital literacy and skills programs within underserved communities? What if they spent some of the NFT racial justice money on programs that close the digital divide? What would happen if they instead did focus on transparency and ethical considerations alongside or even above profit maximization? What if they showed genuine empathy?

The environmental sustainability of NFTs, a common yet neglected concern, is an issue worth addressing. The energy-intensive processes behind blockchain technology contribute to carbon emissions, a concern that should weigh heavily on any socially responsible organization.

The future of NFTs is largely up to us — creators, developers, and collectors — to make it great. Are we going to allow them to turn into another mechanism for abuse? This would only increase the disparity between the haves and have-nots. Or can we instead draw upon their power to do good—encouraging deeper connections, and building a more just and equitable digital world?

Now is the moment for a frank dialogue around responsible NFT implementation. As celebrities and corporations design this new world, let’s call for transparency and ethics from them. Let’s make sure that Web3 really does open doors for all fans, not just the richest of them. Let's ensure a future where Ayesha, and millions like her, are not left behind on Earth, gazing up at a moon that's forever out of reach.

What do you think? How can we ensure NFTs benefit everyone?

What do you think? How can we ensure NFTs benefit everyone?