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Tennis star Serena Williams joins NFT platform Sorare to shape Web3 and more


The NFT and crypto market has witnessed massive growth in recent years and is getting into the mainstream. “Non-fungible token” aka NFT is a way to store data and this is a form of asset that can be bought and sold much like anything else.

Operating in the NFT space, Paris-based Sorare was created by football fans for football fans. It transforms online sports fandom and gives its community a new way to connect to the clubs and players that they love. Now, Sorare, the fantasy sports game leveraging NFTs has welcomed Serena Williams as an advisor to its board of directors.

Serena Williams joins Sorare

Besides being one of the most iconic athletes of all time, Serena Williams is also an entrepreneur, brand builder, and investor at the forefront of sports and technology. In this new role, Williams will provide guidance to the board on a range of topics including developing Sorare’s relationship with athletes around the world, advising on Sorare’s strategies to expand into new sports categories, including women’s sports, and future impact initiatives for making Web3 more inclusive and diverse.

“Serena Williams is among the most important figures in sports and culture, who has redefined the modern athlete and entrepreneur, including her unprecedented early stage investing successes,” said Nicolas Julia, CEO at Sorare. “The strategic counsel that Serena will bring in building one of the most iconic sports entertainment brands is invaluable. I’m thrilled to have her join the team. Together, we’ll forge new ways for fans to engage with their favorite athletes.”

“NFTs have the potential to be a powerful tool for bringing equity and investment to women’s sports. I’m excited to start working alongside Nicolas and the team because they understand the relationship between athletes and fans unlike anyone else in the category, and I believe Sorare will be setting the culture and tone of the future of sports entertainment,” said Serena Williams.

US expansion plans

This development comes at a time when the company is focusing on its rapid expansion and organic growth in the US market. Her expertise building brands, businesses and passionate fan bases will help accelerate the company’s growth as it attracts new players and onboards new teams and leagues across sports categories and geographies. Together, Sorare and Williams aim to build the future of sports entertainment on Web3, allowing everyone to own a piece of the games they love, whether that be in soccer or in other US sports to come.

In 2022, the company aims to expand into women’s sports and new sports categories, thereby giving fans new ways of getting invested in diverse sports teams and players, and creating a more inclusive community.

Lets players earn fantasy prizes

Sorare is a fantasy football league that uses NFT collectible cards within its game. It was founded in 2018 by Nicolas Julia and Adrien Montfort. It combines NFT collectibles with fantasy sports to drive long-term utility and value for NFTs on the platform and beyond, thereby unlocking a new era of sports fandom on and off the field.

To date, the company has experienced incredible demand and hypergrowth and has increased its trading volume to $325 million in 2021 from $7 million in 2022. Also, it has reached one million users worldwide and has 230 partnering sports organisations.

Players on Sorare discover a love for new teams and players that they had not previously engaged with, thereby presenting an opportunity for underrepresented, underappreciated and undervalued athletes to reach new audiences. People can use them to play fantasy games to earn prizes such as cryptocurrency.

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