On a recent morning, Eran Reshef toured the soon-to-be-opened archives. Maccabi Museum suburb of Tel Aviv. Looking through hundreds of medals, trophies, badges, flags, photographs, films and memoirs of over 100 years of sporting competition, this Israeli entrepreneur kept thinking about how to transfer the past and present into the future. Inspired by his observations of artifacts and a desire to find ways to connect the younger generation with technology in his social network and metaverse, Project Max was born.
Project Max is an initiative that uses non-fungible tokens as a way to make them publicly available. NFTs are officially licensed digital memorabilia generated from Maccabi’s physical archives. But they don’t just serve as the latest attempts by established organizations to capture the recent popularity of NFTs among collectors, investors and speculators. Instead, they serve as meaningful messages about sport and society. We aim to bring people closer together through
This project is a global awareness effort focused on facilitating inspiring stories that connect with people through social media and the metaverse. We use Maccabi sports memorabilia as the basis for NFTs that enhance our message.
Maccabi is recognized by many sports fans for its partnerships with Israel’s major professional league teams that compete on the international stage. The eponymous team regularly plays in men’s soccer UEFA Champions League competitions, and the men’s basketball team has won the Euroleague his championship. And for the past 90 years, the name has been known by male and female athletes who participate in his 1st degree sport in his 4th year. Maccabiah game21st edition of ; The tournament was held last monthnearly 10,000 athletes from over 60 countries participate in 3,000 events across 42 sports at venues in 18 Israeli cities.
The Maccabi organization has played an important role in communities around the world since the late 19th centuryth centuryThe roots of exercise are Phone call by Hungarian-French doctor and writer Max Nordau For athletic, physical and mental discipline that could revive the Jewish nation. Today, his network of 450,000 members across 450 clubs in 80 countries organized under the Maccabi World Federation. But over the past few years, there has been a recognition among its leadership that young people are becoming increasingly disinterested and alienated from their heritage and identity. Tolerance is raging, especially online.
Rising levels of disengagement among people within communities and rising levels of hate speech online are often treated as separate challenges. But Reshef, a serial entrepreneur, thinks they are interconnected. So is Amir Gissin, an executive in the Maccabi World Federation. Discussing the point, following Reshef’s visit to his Maccabi museum, gave them a sense of approaching things from a new perspective. That sensibility, along with inspiration from Nordau’s name and vision, led to the development of Project Max and his NFTs.
For example, one NFT used an opening photo of an athlete heading to the first Maccabiah Games in 1932 to tell the story of how the journey ultimately saved many lives. The Nazi threat spreads across Europe. Maccabi’s trophies, such as Hakko Haween, who won the Austrian national football championship in the 1920s, tell stories ranging from pre-war football and coffeehouse culture to his team wrestling the club acting as a security guard. It’s a way to share. From the liquidation of the club by the Nazis and the death of many of its members during the Holocaust, from teams in other sports to players who emigrated outside Europe to form major teams. A lapel pin or medallion from a club such as Bar Kochva Berlin, HaGibbor Prague, Maccabi Warsaw, Maccabi Bulgaria or Maccabi Serial & Lebanon provides a gateway to the stories of growth and change in these communities.
Still, without the technology Reshef had in mind while touring Maccabi’s archives, NFTs might have leaned more toward novelty than utility.
Reshef is the co-founder of an Israel-based startup along with veteran startup entrepreneurs Roni Reshef and Asher Polani. spectatorThe social marketing pioneer has developed an artificial intelligence platform that can reach specific audiences with relevant messages at scale. Reshef envisions using Sighteer technology to build bridges that bring Maccabi’s stories to the right audiences on social media and the metaverse.
Sighteer AI does not engage in public relations, media messaging, or marketing. As Polani explains, what it does is discover the identities and relationships that form communities and help increase their global impact. It all comes together and is the key to how to run an efficient and effective community in the world of Web 3.0.
This is why Project Max, by design, incorporates three pillars that reflect and refract the power of sport in society. One is the values inherent in sports. Win or lose, competition, determination, tenacity, individual and teamwork. The other is the role that sport and its values play as a driving force for social movements. The third is a community that gathers around sports across generations and locations around the world.
As such, Project Max is more than just creating and selling digital versions of historical artifacts housed in museum display cases. And it’s more than just the latest example of an organization using NFTs as a way to get the masses involved. Rather, it represents a new way of thinking about using the power of sport to engage people and connect them with their communities.