FC Barcelona presents “In a Way, Immortal”, the first NFT work of art in the Club’s history, to be auctioned at Sotheby’s New York

FC Barcelona launches the first NFT in its history: an audiovisual digital work of art that recreates the legendary moment of Johan Cruyff in the stadium when, on December 22, 1973, the iconic Dutch player “flew in” to score a fundamental goal against Atletico Madrid goalkeeper Miguel Reina. The auction at Sotheby’s, the world’s leading destination for art, luxury and collectibles, will be presented in a hybrid online and live auction and will include the unique animated edition of In a Way, Inmortalas well as four additional NFTs that will each include a still image from the animated version, capturing an iconic moment from the legendary goal.

The piece, high-end and entitled In a Way, Immortal –inspired by a quote from Johan Cruyff– is a Club production in collaboration with BCN Visuals, a strategic innovation partner and Superestudio Digital that has developed the cinematographic aesthetic. Whoever acquires this unique work of art will receive several advantages and VIP experiences related to the Club as a gift, as well as recognition as Barça Digital Ambassador. The project has been possible thanks to the involvement of World of Johan Cruyff.

In a Way, Immortal it is the first NFT of a collection of ten works that will be presented piece by piece in the coming months; each one with moments and emblematic characters of FC Barcelona that enlarge the legacy and the historical heritage of the Club. The collection is part of the Club’s clear strategic commitment to embracing technology and innovation while, at the same time, creating unforgettable cultural moments – past and present – ​​with the aim of both educating and inspiring fans. millennials, xenials and generation Z, among others.

In addition to fostering loyalty among a younger audience, the project aims to redefine NFTs, creating an experiential product premium in a cinematic experience. The future owner of this NFT, who will be recognized as Barça Digital Ambassadoryou will also be able to enjoy access to training sessions and other benefits and unique experiences of the Club.

You will find more information related to the auction at, including a countdown to the opening of the online bidding period, which begins today, July 21, and also a link to follow the auction on July 29 live.

More than 10,000 production hours

In a Way, Inmortal recalls Johan Cruyff’s legendary goal in poetic molten gold animation, created by a team of 40 of the most talented CG and VFX artists in Hollywood. Lasting 40 seconds, the film is accompanied by an original soundtrack performed by a 30-piece orchestra, incorporating real sounds from the Camp Nou stadium and FC Barcelona fans.

The Hollywood CG and VFX team worked on every aspect of the production: from a digital sculpture of Johan Cruyff to fluid simulation, gold color shading and textures, cutting-edge cinematography and camera work. For the production of Cruyff’s digital sculpture, more than a thousand hours of work were necessary, with more than 10,000 hours having to be dedicated to the global production.

100% Barça experiences for the owner of the NFT

In addition to being the sole owner of the NFT, the Barça Digital Ambassador you will be able to enjoy a series of experiences that “money can’t buy”. In the NFT smart contract, FC Barcelona will incorporate Meet & Greet, visits to La Masia, hospitality rights (for a minimum of five years), the right to play at the Spotify Camp Nou and official delivery of the ball before a match friendly, among other opportunities.

A special live auction event at Sotheby’s

the bid for In a Way, Immortal It will be open online from today, July 21, until a live auction sale at Sotheby’s New York auction house on July 29. The buyer will be able to pay in cryptocurrency (BTC, ETH, DOT or USDC) or in fiat money. The link to the Sotheby’s sale page is

For interested bidders outside of New York, online bidding will be available during the live auction.

Joan Laporta, president of FC Barcelona: “Barça, with more than 400 million followers on social networks, never stops opening new ways to connect with the fans; and it seems to us that the Club’s new NFT strategy offers us a unique opportunity for the Barça brand to continue growing and consolidating. We are very pleased to present Johan Cruyff in our first FC Barcelona masterpiece, In a Way, Inmortal, for the enormous influence that Johan had both on FC Barcelona as a club and on the way modern football is played. To be able to reflect it in such an artistic way is a great tribute to Johan Cruyff, to that iconic moment and to the entire legacy and historical heritage of FC Barcelona.”

Eric Sas, founder and head of innovation at BCN Visuals: “NFTs have been too quickly linked to the explosion in demand for crypto; however, with In a Way, Inmortal we return NFTs to the realm of capital art. Unlike the basic NFT GIF, this mini-movie is a true work of Renaissance digital art; you could almost call it a piece of marble cut by the most talented visual effects artists in Hollywood. The project wants to become the new benchmark for the next evolution of NFTs, in which new digital works of art resemble the masterpieces of old.”

Michael Bouhanna, Sotheby’s Vice President and Co-Head of Digital Art Sales: “The legend of Johan Cruyff has inspired generations of football fans for decades. Collaborating with FC Barcelona, ​​one of the world’s best-known football clubs, to commemorate one of the most unforgettable eras in football history, is a truly exciting moment for Sotheby’s and for the history of digital collecting. In addition to opening up a world of possibilities for digital artists to share their unique work, NFT has enabled a world-class club to immortalize an iconic sporting moment on the blog chain like no other technology has done.”

Jordi Cruyff: “The NFT artwork In a Way, Immortal It will be forever tied to my father’s legacy. He would have been fascinated to see that one of his most beautiful goals for FC Barcelona has been a source of inspiration to create this unique piece of digital art that we hope you will enjoy, admire and remember forever.”

What are NFTs?

NFTs (by the initials in English of Non Fungible Tokens) are unique digital items that have revolutionized the way digital art and collectibles can be collected and traded. Each NFT represents a non-exchangeable unit of data. They are often associated with digital files that incorporate sophisticated media—for example, photos, videos, or audio—that are stored in a chain of blogs and can be sold and transferred. The record of each NFT stored in a blog chain is immutable; it means that it cannot be altered and, for the first time, it provides a certificate of undisputed ownership for a digital item.

About Futbol Club Barcelona

Founded in 1899, FC Barcelona is unique in many ways. The Club is owned by its more than 140,000 members. Because of the spirit that makes it so special, it is said that Barça is “more than a club”. The team’s distinctive style of play, coupled with the Club’s famous reliance on local talent, reaches out to the world through the best players and coaches of their day.

And to all this we must add the constant ambition of becoming the most admired, loved and global sports institution on the planet. This mission is guided by the basic principles of humility, effort, ambition, respect and teamwork. At the same time, the Club is also known for its social commitment, which it channels through the FC Barcelona Foundation, and the work it does to educate children on the positive values ​​of sport. The unstoppable growth of recent years has made the Club reach a worldwide figure of more than 400 million fans on social networks, and it is the sports club with the most followers in this space.

About BCN Visuals

BCN Visuals is a technological innovation company and a Digital Superstudio. Its initiators are known for having won recognition for the best advertisement of 2021 in Europe with The Walt Disney Company, having created the emblematic Coca-Cola Christmas campaign in Times Square and presenting the new Playstation game with technology of Vanguard.

Headquartered in Barcelona and Los Angeles, and with offices in New York and London, BCN Visuals creates immersive content experiences that blur the line between advertising and entertainment. It has generated billions of online media impressions for Netflix, Dior and Amazon Studios, among many others. The founders, Eric Sas and Alan Company, made headlines on the cover of the magazine Forbes in 2021 and were included in the top 100 most creative people and in the top 30 under 30.

About Sotheby’s

Founded in 1744, Sotheby’s is the world’s leading destination for art and luxury. It promotes access to and ownership of rare art and luxury items through auctions and buy now channels, including private sales, e-commerce and retail. Our trusted global marketplace is supported by an industry-leading technology platform and network of specialists covering 40 countries and 70 categories including contemporary art, modern and impressionist art, ancient masterpieces, Chinese artwork, jewelry , watches, wine and spirits, design, collector cars and real estate. At Sotheby’s, we believe in the transformative power of art and culture, and we are committed to making our industries more inclusive, sustainable and collaborative.

About World of Johan Cruyff

World of Johan Cruyff pays tribute to the life and legacy of Johan Cruyff. It is the space where all of Johan’s organizations and initiatives come together: Cruyff Institute (education), Cruyff Foundation (charity), Cruyff Football (soccer), Cruyff Classics (fashion), Cruyff Library (books) and Cruyff Management.