• The NBA’s Crypto Chief Registers a Second .eth Domain as the League Files for Four NFT Trademarks

  • In a series of April 7 trademark applications made public Monday, the National Basketball Association (NBA) is delving deeper into Web 3, hinting at intentions for non-fungible tokens (NFTs).

    The NBA’s filing for “The Association” encompasses a slew of virtual things such as “game tickets, game programs, trade cards, collectibles, souvenirs, jerseys,” and even “memes connected to the field of basketball authenticated by non-fungible tokens.”

    The league also appears to have two Ethereum Name Service (ENS) domains – nba.eth and theassociationnft.eth – registered to a wallet associated with Adrienne O’Keeffe, the league’s head of gaming and digital assets.

    The nba.eth domain was transferred in December from NFT collector disco.eth to ENS core team member Brantly Millegan to O’Keeffe’s wallet, aok.eth, according to public blockchain records. A pseudonymous wallet transferred theassociationnft.eth to the same address in March.

    Millegan mentioned the NBA.

    The pseudonymous disco inspired the eth transfer.

    Millegan was openly unpacking the project’s philosophy of encouraging.

    eth squatters to give up or sell domains belonging to well-known companies for a fee.

    It’s unknown what prompted the move of theassociationnft.eth. By the time this article was published, neither O’Keeffe nor the NBA had responded to demands for comment.

    The league’s current crypto ties include a Coinbase (COIN) endorsement and a relationship with the coveted NFT platform NBA Top Shot, but the organization has yet to launch its own crypto campaign.

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