Cristiano Ronaldo—the most famous man on the planet, perhaps the finest athlete to ever walk this earth. Once again, he’s entered the NFT arena—this time, teaming up with Binance. This time it’s Forever to the Moon, his sixth NFT collection. Promotional bait about fan engagement, Web3 exploration, and building better connections abound. Amidst the hype and digital glitter, a crucial question looms: is this truly empowering fans, or is it a sophisticated form of exploitation?

Let's be blunt. The appeal of NFTs is usually based on speculative value, not intrinsic utility. Winning “7 Minutes with CR7” is as close to irresistible as it gets. Only a small percentage of those 7,777 NFT holders will ever receive that reward. Signed jerseys and autographed footballs signed memorabilia? Neat, but not exactly fan engagement innovation of the year. The question we need to ask is: are these rewards really that better than conventional methods, and are they worth the carbon footprint?

Now picture yourself as an emerging artist, wide-eyed and star-struck-in-awe, looking to impress your idol. Last year, you emptied your savings on a CR7 NFT, banking on that lucky 2% return on investment. Then what occurs when the excitement dies down, the market cools off, and your digital collectible is worth half its purchase price? All you have to show for it is a depreciating asset, a deflated dream, and a bad case of disillusionment. This isn't fan empowerment; it's financial roulette.

The entire NFT ecosystem is a dangerous place filled with crazed volatility, scams, technical jargon, and is overall a dizzying space. While Binance may require users to verify their accounts, that doesn’t mean they’re being financially literate. Are we sure that fans, especially the younger ones, understand the risks they are taking? Are they aware of the concept of gas fees, smart contracts and rug pulls? Are they just swept away by the tide of celebrity endorsement? Are they just closing their eyes and hoping that when Ronaldo and Binance say they care about them, they actually do?

What we don’t need is a mostly symbolic marketing campaign, we need real transparent and accessible public education about the risks associated with NFTs. It’s like touting a speculative investment without sharing the required prospectus. It’s dangerous, and it takes advantage of the excitement and naivete of fans.

The potential of Web3 lies in connecting community through decentralization, in fostering a shared sense of ownership and belonging. NFT projects often become gated communities for the rich. Proposed rulemaking enforcement In these spaces, access is determined by the depth of your digital pocketbook. The “Forever to the Moon” collection aims to symbolize the bond between Ronaldo and his fans. Does it really help foster a sense of shared place and belonging and inclusive community identity? Or conversely, does it only serve the wealthy by focusing on people who can drop big money on digital collectibles?

Consider this: the very act of requiring Binance registration and verification creates a barrier to entry. It leaves out the people who don’t have access to the technology, or the money for it, or arguably at least a sizable number of them, the internet. Is this honestly what the future of fan engagement looks like? Or is it a digital echo chamber, exacerbating the disparities it intends to address?

Here's where things get interesting. Now, let’s make an analogy to the art world. For centuries, art has been the world’s most expensive status symbol, a gilded playground for the one percent. In a lot of ways, NFTs are just a digital iteration of this tradition. They are the emperor’s new clothes—shiny objects that distract and tempt us. All the while, they pull our focus away from the true problems of wealth inequality and access.

We’re excited to announce our partnership that brings a superstar’s likeness to life in exciting new ways to market exclusive, collectible digital assets. Don’t assume that the returns from these investments are automatic. In reality, these returns are exceedingly improbable and at worst, only serve to enrich the few. Why not put that energy, enthusiasm, and frankly, that money toward building something much more substantive. What if we made the experience about serving the community to maximize their impact on the real world?

Ronaldo dreams of this partnership being used to “bring fans into special moments.” For Binance, it’s a reflection of their own commitment to introducing Web3 to global sports culture. Perhaps it's time to ask a more fundamental question: whose moon are we really aiming for? Or is it a moon of authentic engagement, mutual understanding, and fair opportunity? Or is it a lunar landscape laid out with revenue streams, social media influencers, and the capitalizing on fan passion?

The answer, of course, is in our collective ability to stand together and demand transparency, accountability, and a more human-centered Web3. Digital collectibles are very much a mixed bag, goodness and badness, opportunity and risk all combined at once. Let’s not ignore their ability to cause financial devastation. The future of fan engagement lies in its hands.

Here's where things get interesting. Let's draw a parallel to the art world. For centuries, art has been a status symbol, a playground for the elite. NFTs, in many ways, are simply a digital extension of this tradition. They're the emperor's new clothes, a shiny object that distracts us from the underlying issues of wealth inequality and access.

We are celebrating a partnership that is leveraging a superstar's image to sell limited-edition digital assets, the returns of which are not guaranteed. In fact, the returns are highly unlikely to occur and most likely, only benefit a few. What if we invested that energy, enthusiasm, and, frankly, money into something more tangible? What if we focus on giving back to the community, to create real-world impact?

Whose Moon Is It, Anyway?

Ronaldo envisions this collaboration as a way to "share special moments with fans." Binance sees it as demonstrating their commitment to bringing Web3 to sports culture. But perhaps it's time to ask a more fundamental question: whose moon are we really aiming for? Is it a moon of genuine connection, shared experiences, and equitable access? Or is it a moon paved with profit margins, celebrity endorsements, and the exploitation of fan loyalty?

The answer, ultimately, lies in our collective willingness to demand transparency, accountability, and a more human-centered approach to Web3. Let's not allow the allure of digital collectibles to blind us to the ethical implications and the potential for financial harm. The future of fan engagement depends on it.