HUMBL, the owner of ticket operator Tickeri, has teamed up with sports agency Athletes First as a strategic consultant to focus on the development of new business verticals in such areas as non-fungible tokens (NFTs), digital media and ticketing.

Athletes First, which represents many leading sports stars including National Football League (NFL) athletes, will support HUMBL in delivering elite, white-glove service for A-list sports and entertainment talent, with an initial focus on creating highly curated NFT galleries alongside Emmy-nominated creative house Goat Farm Media.

Athletes First will also provide HUMBL, the California-headquartered digital commerce platform, with introductions in the ticketing industry, marketing and promotional support, and access to Athletes First’s digital content library.

“Partnering with Athletes First will open tremendous opportunities for HUMBL both with current and retired NFL players and other athletes and entertainers, but also across a spectrum of mobile payments, blockchain tokenisation (NFTs), athlete contracts and ticketing in sports and entertainment,” said Brian Foote, HUMBL’s chief executive.

“We are thrilled to work with Athletes First creating NFTs, and providing unique opportunities to their top-flight roster of talent.”

The Athletes First client roster includes hundreds of NFL players such as Aaron Rodgers, Tua Tagovailoa and Justin Herbert, along with retired stars such as Hall of Famers Steve Young and John Lynch.

 “Athletes First prides ourselves on being at the forefront of technological innovations to benefit our clients, as evidenced by our creation of Goat Farm Media years ago,” said David Dunn, co-founder of Athletes First.

“We are excited to work closely with Brian and his creative team at HUMBL to provide our clients and others with these new, exciting NFT opportunities.”

In March 2021, HUMBL entered into a binding term sheet worth $20m to acquire Tickeri, the ticketing, live events and box office SaaS platform for the US, Latin America and Caribbean region.

During 2019, Tickeri sold over one million tickets for a total of $30m in combined online and offline face value ticketing volume. The company has experienced 30 per cent year-over-year transaction volume revenue growth in non-COVID-19 years, since its founding in 2011.

“We are thrilled to work together with Tickeri to build a first-class digital ticketing platform for Latin America and other emerging markets, as well as a contactless fan experience inside the HUMBL mobile application,” said Foote at the time.

“We are already in discussions with sports teams, arenas, stadiums, festivals, as well as merchandise and concessions, to service what we expect will be strong post-COVID-19 demand for live events.”

Image: Al Soot on Unsplash