Ticketmaster hopes to disrupt the live-events industry by incorporating collectible NFTs (non-fungible tokens) and blockchain technology into its services.

“Event organizers who sell live events tickets on Ticketmaster now have the ability to issue NFTs before, during and after live events,” the company said.

The new offering could extend the event experience with digital keepsakes that can be shared online or used to offer loyalty rewards and engagement opportunities.

“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,” Ticketmaster EVP of Enterprise & Revenue Brendan Lynch said.

Related Link: Is Live Nation The Ultimate Reopening And NFT Play? 

Why It’s Important: Flow is known for delivering “consumer-scale experiences” and being the blockchain of choice for sports organizations and leagues.

“Our partnership with Ticketmaster will enable millions of live event fans to immortalize, share and enhance their IRL experiences through digital collectibles,” Dapper Labs SVP Partnerships Mickey Maher said. The partnership can offer “greater value to fans through the benefits of blockchain,” Maher he added.

While many question the use cases for NFTs, ticketing has been one of the sectors that could be disrupted by the emerging technology created by the blockchain. Similar to tickets shifting from paper to digital, a shift to NFTs could see tickets becoming digital collectibles that are easily transferrable and verified to prevent scams and also serve as collectibles for sports and music fans around the world.

Ticketmaster’s partnership with the NFL and use of Flow could make it a unique case study in the adoption of NFTs in the ticketing sector.