The value of nearly 10,000 tennis ball photos has decreased by as much as 90%, suggesting that the Australian Open is abandoning its NFT project. The Artball initiative, which was first introduced during the height of the NFT frenzy, let fans purchase digital artworks of tennis balls that were each associated with a certain location on Melbourne Park’s court. The value of these NFTs has, however, sharply decreased in recent years.
The Development of the Artball Program at the Australian Open
Tennis Australia introduced the Artball initiative in January 2022, providing 6,776 NFTs of tennis balls connected to court portions of 19 cm by 19 cm. Each NFT was initially priced at 0.067 ETH, or roughly $278. In 2023, 2,454 NFTs were issued in a second round, this time with a higher beginning price of 0.23 ETH ($446). The strength of the Ethereum cryptocurrency contributed to the NFTs’ increased value during their height, but they have since experienced a sharp decline in value.
Declining NFT Costs
The once-promising NFT balls are currently having trouble holding their worth. These digital assets are currently available on OpenSea for a floor price of only 0.005 ETH, or around $25. For anyone who paid far more for them, this is a huge loss. These NFTs have recently been sold for as little as 0.003 ETH ($15) to 0.0175 ETH ($89), which is significantly less than the initial minting cost.
Tennis Australia’s Vigorous Promotion and Later Retraction
Tennis Australia first promoted the Artball NFTs as a means of engaging with supporters by providing benefits like unique behind-the-scenes access and ground passes during finals week. The NFTs were marketed as a kind of frequent flyer mile-like reward program. However, the Artball initiative seemed to be coming to an end by 2024, and the Australian Open did not issue any additional NFTs. The initiative has not been mentioned in 2025, and the related Discord server has been shut down.
The Effects of the Volatility of the NFT Market
For a while, Tennis Australia persisted in defending its participation in the NFT business in spite of its downturn. In 2023, Ridley Plummer, who was then Tennis Australia’s senior manager of metaverse and NFTs, stated that the company was dedicated to overcoming the difficulties posed by the new technology, realizing that the unstable market offered both opportunities and threats.
Turn to Other Digital Projects
The Australian Open has not given up on digital innovation, despite the discontinuation of the NFT program. The competition has shifted to various online venues, like introducing a Roblox tennis simulation with commentary and involving young students in the construction of the Australian Open in Minecraft.
Technology Using Facial Recognition at the Australian Open
To improve security and patron safety, the Australian Open also implemented facial recognition technology. This decision comes after Bunnings, which had come under fire for implementing comparable technology in its stores, was found guilty by the Australian Privacy Commissioner. Other Australian sports stadiums have implemented face recognition technology in spite of privacy concerns, though it’s unclear if they will keep doing so in the wake of the Bunnings decision.
Sports Digital Innovation’s Future
The Australian Open’s decision to discontinue its NFT program is indicative of a larger change in the way sports leagues are utilizing digital technology. The Australian Open is looking for new strategies to engage audiences and take advantage of newer technologies, even though NFTs haven’t been able to generate sustained interest. It’s unclear if these digital endeavors will be successful in the long run.
