R.C. Deportivo is, undoubtedly, more than a club. This institution has one of the richest historic patrimonies in Spanish football. With its ups and downs, the club has managed to become and maintain itself as the city of A Coruña’s pride. This is one of the many reasons why this club has a immense potential for growth. This growth mainly refers to areas outside of performance. For the last several years, club management has been making decisions solely focusing on football and results. Understandably so, since that represents the main sources of revenue that the club can receive. Nevertheless, that has caused other important areas of the business to be pushed to the side, especially an important one: commercial. The club’s current social mass, numbered at over 22.000 socios, is considerably large and, most of all, loyal. This is not taking into account all of the gallegos living outside of Spain that, due to the diaspora, have called other countries home and raised generations of people that love their Galician roots and seek to (re)connect with their culture. An effective commercial strategy that engages all of this pople can translate into a lot of value for the club. Today’s technological trends are evolving as days go by, entering the realm of sport quickly. Blockchain technology and fan engagement initiatives, packed into NFT’s, Fan Tokens and Metaverse products, aren’t the future anymore - they are the present. And contrary to the common belief, they are not at the exclusive reach of big clubs with big budgets. The proposal of this master’s thesis has adapted these products to the reality and future of R.C. Deportivo, making it possible for them to integrate it into their plans. Instead of being a burden, this proposal provides the commercial department with a plan to support the biggest objective of the club: promotion and sustainability.
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