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ESPN signs its first NFT partnership with a Tom Brady-owned company.

Tom Brady seemed to have no resentment toward ESPN for allegedly forcing him into a brief retirement.

ESPN has announced its first-ever National Football League partnership. It has joined forces with Tom Brady’s side company, Autograph.

The four-letter network’s partnership with the seven-time Super Bowl winner began with an NFT collection based on Brady’s Man in the Arena documentary series, which didn’t have quite the same zeitgeist impact as The Last Dance.

For a limited time, the first release corresponds with the ESPN+ series becoming more widely available (it’ll be available on Hulu and Disney+).

As a result, they are now playing the waiting game. Will fans pay top dollar for non-fungible tokens of various photos from Brady’s illustrious career? When it comes to trading cards and other tangible objects, they surely do it. We’ll see whether they do it for ESPN and Brady’s digital originals.

In addition, the agreement blurs the barrier between ESPN and the sportsmen they cover even further. When it comes to Brady, how objective will ESPN be? How much information about Brady that could present him in a negative light (e.g., conspiring to join a new team or securing a new coach) will ESPN broadcast with its audience?

These are legitimate concerns that must be addressed, as well as dynamics that must be observed. Especially as Brady continues to consider leaving the Buccaneers in 2023 for a team like the Dolphins, and ESPN is tempted to turn a blind eye (or, in this case, continue to turn a blind eye) to that very real possibility.

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