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Go Jets Go NFTs blend traditional collectibles and the digital world

First "Rare" packs drop Dec. 15 at noon

by Jason Friesen /

Since the Jets arrived back in Winnipeg, fans have passionately done all they can to interact with the team. Whether crashing the internet to be one of the 13,000 season seat purchasers in 2011, showing up in droves to purchase the first merchandise available, or coming by the thousands to #WEAREWPG Whiteout Street Parties, there are countless examples of just how much it means to Manitobans to engage with their hometown NHL squad. 

A new way to get a piece of the Jets is now emerging that will catch the eyes of Jets fans and collectors alike. The rise of non-fungible tokens (NFTs) as an increasingly popular way to buy digital artwork has entered the hockey world, and now, for the Winnipeg Jets with their new Go Jets Go NFTs, which will launch with a drop of "Rare" packs Dec. 15 at noon at

The opportunity to engage with the team in a new way will be exciting to many fans and collectors, and likewise the Jets are excited to interact with fans in a way they haven't before. 

"Diving into the NFT marketplace is a new experience for us, and we're excited about it's potential," said Andrew Wilkinson, Director of Digital for True North Sports + Entertainment. "We're always looking for ways to engage with our own fans, as well as to create new fans. NFTs give us a new way to share our brand's story and history with people, both in our own province and well beyond."

Unlike traditional collectibles, the digital nature of NFTs mean that one's imagination is the only real limit to what an NFT can be. The Jets have chosen to go a more traditional route with their digital collectibles. Two of the sets feature digital artwork-based NFTs that resemble a hockey card, while the third set features six different three-dimensional game pucks that represent momentous matchups of the past ten years - Game 4 of the Jets' 2021 Stanley Cup Playoffs First Round matchup with the Edmonton Oilers, the first Stanley Cup Playoffs win in franchise history, the first Jets win, the 2019 Heritage Classic, the historic Jets comeback in Game 3 of the 2018 Stanley Cup Playoffs Western Conference Second Round matchup with the Nashville Predators, and the Jets' inaugural game. 


The creativity on the artwork-based NFTs, though, is truly one-of-a-kind and features cartoon-like drawings of Jets mascots Mick E. Moose and Benny and special editions of the team's inaugural game ticket. With the pucks being digital, they'll give owners more than just a 360-degree view of the NFT by also including box score data from the game that each puck represents. 


"Creating NFTs is exciting in the sense that there are an infinite number of directions that we could go with them," noted True North's Director of Design Josh Dudych, who's team has helped to develop the Go Jets Go NFTs. "There are so many elements of our brand that would lend themselves to an NFT collectible, and there are so many moments in our 10-plus years that are worth commemorating and that fans would love to have a piece of. We really like the sets we've created, and with everything from 3-D game pucks, to cartoon artwork of mascots and historic game tickets, there's a variety of designs that will resonate with a range of Jets fans and collectors in general."

True North's Chief Brand & Commercial Officer, Christina Litz, carries a wealth of experience from around the sports and entertainment industry, and knows how important it is for brands to engage with emerging technologies and trends. The Go Jets Go NFTs are one of those opportunities that has the potential to reach new fans. 

"The Go Jets Go NFTs will no doubt grab the interest of our fans who have been alongside us throughout the years, but they'll also engage the next generation and people who maybe aren't as familiar with the Winnipeg Jets. It represents a new way for people to learn about what the Winnipeg Jets are all about and the passion of our organization and fanbase." 

The first NFT packs drop Dec. 15 with 200 "Rare" packs available at noon, followed by 325 "Base" packs at 5 p.m. The remaining packs will drop on Dec. 17 and Dec. 20.

For more information on the Go Jets Go NFTs, check out the NFT press release and Winnipeg Jets NFT 101, which outlines details on what the Jets NFTs look like, where, when and how to purchase and collect them, the queuing process, and more. 

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