The National Football League (NFL) has reportedly advised its 32 teams that they cannot, for the time being, sell non-fungible tokens (NFTs) or enter into sponsorship agreements with digital currency companies. The directive, revealed by multiple anonymous club sources to The Athletic, marks a significant clampdown on the league's previously laissez-faire approach to blockchain and crypto ventures.
What the Policy Specifically Bans
According to an anonymous NFL team official quoted in the report, clubs are strictly prohibited from selling or allowing advertisements for specific cryptocurrencies, initial coin offerings (ICOs), other cryptocurrency sales, or any media category related to blockchain, digital assets, or blockchain companies—except as explicitly outlined in the policy. The ban covers club-controlled media, including stadium signage, team websites, and social channels.
However, the policy does permit sponsorships with firms whose primary business is providing investment advisory or fund management services in connection with cryptocurrency, as long as the advertising rights are limited to promoting the company's corporate brand. This carve-out suggests that asset managers like Grayscale Investments may still maintain their partnerships with teams such as the New York Giants.
Star Players Already Deep in Crypto Waters
The NFL's new stance comes at a time when some of its biggest names have fully embraced digital assets. Seven-time Super Bowl champion Tom Brady has not only expressed support for Bitcoin (BTC) by displaying laser eyes on social media but also launched his own NFT platform, Autograph. Alongside his wife, supermodel Gisele Bündchen, Brady signed a long-term partnership with FTX.
No. 1 draft pick Trevor Lawrence converted his signing bonus into cryptocurrency in May, while offensive lineman Russell Okung takes half of his salary in Bitcoin. Kansas City Chiefs quarterback Patrick Mahomes and Tampa Bay Buccaneers tight end Rob Gronkowski have both released NFT collections. The trend extended beyond the NFL, with Major League Baseball (MLB) and the National Basketball Association (NBA) also launching their own blockchain initiatives.
The report does not disclose whether teams or players who already entered crypto deals before the policy will face repercussions or receive immunity. The Athletic's Daniel Kaplan cited multiple club sources as saying that, for now, teams must stop any new crypto-specific advertisements and sponsorships. The league appears to be hitting pause while it evaluates the rapidly evolving digital asset landscape.
With the NFL's move, the intersection of professional sports and cryptocurrency faces a new regulatory reality. While the ban is not absolute—investment advisory partnerships are still allowed—it sends a clear signal that the league wants to maintain control over how its brands interact with volatile digital assets. The full impact on players like Brady and Mahomes, who have already staked personal brands in crypto, remains to be seen.