Ticketmaster is allowing event organizers to issue NFTs tied to tickets, and make them available before, during or after the event to offer memorabilia, and enable special experiences like loyalty rewards or celebrity meet-and-greets.

The ticket NFTs will be made on Flow, a blockchain operated by a16z-backed Dapper Labs which is known for enabling web3 experiences related to fantasy sports and gaming, such as NBA Top Shot, an NFT marketplace for basketball fans to buy, sell and trade cards of players and their top moments.

The ticket marketplace previously partnered with the Flow blockchain to issue digital collectibles to over 70,000 Super Bowl LVI ticket owners, minting over 5 million NFTs on Flow through various partners after its Super Bowl debut. They also partnered with the Polygon blockchain last November to issue virtual ticket stubs to NFL fans through the rest of the season.

Other leagues, including the Australian Football League (AFL), the Italian Serie A and the Spanish La Liga, have also partnered with the Flow blockchain to issue their digital collectibles.

This season, Ticketmaster is extending its partnership with the NFL to issue NFTs to all attendees of 100 select games, including at least three home games for all 32 teams.

In a statement, Brendan Lynch, Ticketmaster EVP of Enterprise & Revenue, said: “Event organizers who choose to offer fans an NFT with their ticket have a real opportunity to make this new technology relevant and relatable at scale. This is why we are partnering with Flow, because their blockchain is custom-built for fan engagement and frictionless consumer experiences.”