Rams Become 1st NFL Team to Partner with Dapper Labs

Los Angeles Rams executive Jen Prince has, like some other team employees, become a hand model in the weeks after receiving her Super Bowl ring. 

Decked out with a mini SoFi Stadium, a piece of turf and a removable top, the Super Bowl LVI ring — naturally — made the the first NFT that will be released as part of the Rams’ partnership with Dapper Labs announced Tuesday morning. 

“The reactions to the ring have been jaw-dropping,” said Prince, the Rams’ chief commercial officer. “The magnitude and beauty of the ring and what it signifies presented an incredible opportunity to preserve a lifelong memory — not only in the physical form, but now for fans in an NFT form.”

Dapper Labs has been an NFL partner for nearly a year with its NFL ALL DAY marketplace, but the Rams are the first team to enter into a season-long partnership with Dapper Labs. 

“There’s a league level and there’s a player level, but there’s definitely a team level,” said Dave Feldman, the senior vice president of marketing and the GM of NFL ALL DAY at Dapper Labs. “By partnering with a team like the Rams, we’re unlocking the ability to kind of bring collectors closer to the game.”

Dapper Labs began work on the ring NFTs before the public unveiling of the ring in July.

There are three price points for the ring NFTs: Starter Ring ($9 with 5,000 available), All-Star Ring ($59; 1,000) and of Fame Ring ($699; 50). The NFTs will go on sale at 1 p.m. ET on Thursday on Dapper Labs’ NFL ALL DAY marketplace. 

Feldman said while the ring NFTs are the first step, work is underway to utilize the partnership like VIP experiences much like they did for the NFL Draft.