The broadcast for the Coppa Italia final between Juventus and Atalanta on Wednesday will likely feature references to the world of Non-Fungible Tokens (NFTs), which could prove disorienting for many fans.
After all, the rapid popularity increase for tradeable online football items is a relatively new phenomenon still not widely understood. But leagues and individual clubs view the growing industry as a possible revenue model - and they are willing to risk short-term confusion in order to hook younger fans.
Seven NFT items related to the Italian final will be released online on May 22.