Redefining the brand perspective on blockchain and Web3 

Brands that fail to recognise blockchain's potential as a medium risk being side-lined in the digital age, says Capital Block's Tim Mangnall

Image source: Binance

In the rapidly evolving digital landscape, Blockchain and Web3 are emerging as transformative mediums that brands can no longer afford to ignore.

Capital Block is a specialist Web3 sports marketing agency based in Dubai. We help guide innovative sponsor brands such as Binance and Tezos to leverage new value from their partnerships with global icons like Cristiano Ronaldo and McLaren Racing.

Instead of viewing blockchain as just another tech trend, we see it as a powerful medium—a tool that can extend and amplify a brand’s marketing efforts.

The prevailing market perspective on blockchain is skewed. It’s not merely about transactions or data security; it’s about forging connections, nurturing audiences, and cultivating relationships with a fresh demographic.

Brands that fail to recognise blockchain’s potential as a medium risk being side-lined in the digital age.


Binance has created two ground-breaking campaigns centred around pivotal moments in Cristiano Ronaldo’s illustrious career.

The first celebrated his unforgettable bicycle kick, while the second, aptly titled ‘The GOAT’ commemorated his most iconic goals.

Fans could purchase NFTs or digital collectibles, artistic renditions of these memorable moments.

Tim Mangnall, CEO of Capital Block

But our aim extended beyond mere sales. The campaign sought to bridge the gap between crypto enthusiasts and sports aficionados, introducing the latter to the world of cryptocurrency in a meaningful way.

To incentivise engagement, collectors of these digital assets stood a chance to win an all-expenses-paid training session with Ronaldo in Saudi Arabia.

This initiative was a conscious effort to counteract the prevalent negative perception linking crypto with sports—a result of numerous sports entities launching short-term, profit-driven products without genuine fan engagement.

Binance’s approach was refreshingly different. With entry prices as low as $0.9 to $10, the focus was on inclusivity, ensuring fans could easily access these digital treasures.


Another campaign, Tezos’s partnership with McLaren F1 Racing Team is being held up by as a trailblazer in the industry.

McLaren’s sponsor partner Tezos introduced a ‘free-to-claim’ digital collectible series where fans could claim a uniquely designed race collectible from each of the 23 races across the 23/23 season.

Half-way through the season, McLaren has amassed nearly 3 million claims and Tezos have benefited from on-boarding new customers and giving them an entertaining path to sample their product .

Blockchain is not just a technology; it’s a transformative medium.

It offers brands a novel way to engage with a younger, tech-savvy demographic, fostering a hyper-engaged audience for the long haul. Whilst, unlocking new ways that brands that bring to life their partnerships in music, sport and art.

Just as brands today invest in social media teams and managers, the future will necessitate blockchain specialists to cater to this burgeoning, tech-savvy audience.

Blockchain and Web3 are redefining brand engagement. Brands that fail to adapt to this new paradigm risk obsolescence.

It’s not just about staying updated; it’s about envisioning the future of brand-customer relationships in a digital-first world. The future waits for no one.

By Tim Mangnall, CEO, Capital Block