Reddit is on a roll with its Polygon-based digital collectibles, as it announces a major collaboration with the NFL for Super Bowl LVII. The collectibles are free to claim, using the same release mechanics it did for its World Cup collectibles in November of 2022.

The latest collection features four types of NFTs to mint, namely The Champs, featuring a variety of Super Bowl rings, LVII Super Fans, featuring bold Super Bowl branding, Chiefs, representing Kansas City, and Eagles, to show support for Philly.

Ready to score? We’re teaming up with the @NFL to bring you #SBLVII Collectible Avatars. And they’re free. Get yours today: https://t.co/EklR8sMJi3 pic.twitter.com/8IwYNBmyci

— Reddit (@Reddit) February 6, 2023

The platform, which first launched its digital collectible marketplace on July 7 of 2022, has captured quite the audience — with reports from December of 2022 indicating that roughly 3.7 million users hold over 4.4 million collectibles. Of those users, 93,000 were reported to have sold approximately $11 million USD worth of the Polygon-based tokens.

While the collectibles in most cases were free or retailed for just a few dollars, the financial gain isn’t even the most impressive part of Reddit’s entry into the space. Instead, its trojan horse-like adoption of NFTs is what’s caught the attention of Web3.

Reddit’s approach and onboarding of its users to NFTs are considered to be one of the most significant in Web3, with millions of wallets being created and exposure to the tech being shared across its user base of 50 million. Additionally, the platform has implemented CC0 licensing for most of its avatars, and the ability to customize them.

Interestingly enough though, the platform’s latest collection and collaboration with the NFL comes at a time when crypto advertisers are seemingly benched from participation — a far cry from the “Crypto Bowl” of last year.

“This year, two crypto advertisers had commercials ‘booked and done’ and two others were ‘on the one-yard line,’ Evans said. But once FTX news broke, those deals weren’t completed,” shared Mark Evans, the executive vice president of ad sales for Fox Sports, according to a report from the Associated Press.

Evans did not share whether or not there was a ban or what the reason was for the incomplete deals beyond the fallout of FTX, he did add however that “there’s zero representation in that category on the day at all.”

In other news, Premier League NFTs take the field thanks to Sorare Partnership.