Tom Brady's NFT Startup Autograph Shifts Strategy Amid Struggles: NYT

Autograph is now shifting to a broader focus on helping celebs foster loyalty with their fans and has removed some crypto language from its marketing.

AccessTimeIconJul 6, 2023 at 4:33 p.m. UTC
Updated Jul 7, 2023 at 6:44 p.m. UTC
10 Years of Decentralizing the Future
May 29-31, 2024 - Austin, TexasThe biggest and most established global event for everything crypto, blockchain and Web3.Register Now

NFL legend Tom Brady's non-fungible token (NFT) startup venture is shifting its strategy following bear market-related struggles over the last year, the New York Times reported on Thursday.

The firm's revenue sank in 2022 amid the wider downturn in the digital asset market, according to the report, citing a person familiar with its finances. Autograph has laid off more than 50 employees, Insider reported in May and the Times confirmed in its report.

Brady co-founded Autograph in 2021 with the aim of helping celebrities sell NFTs to their fans. The firm raised $170 million in Series B funding at the start of last year. The company is now, however, shifting to a broader focus on helping celebs foster loyalty with their fans and has removed some crypto language from its marketing, according to the Times.

Tom Brady's crypto reputation has taken a hit from his endorsement of FTX, from whom he had accepted around $30 million worth of shares as part of his role as a brand ambassador for the now-bankrupt exchange. Brady and other celebrity endorsers of FTX such as his ex-wife Gisele Bundchen and basketball star Stephen Curry are also now being sued by FTX investors for allegedly misleading them.

Autograph did not immediately respond to a request for comment for this story.


Please note that our privacy policy, terms of use, cookies, and do not sell my personal information has been updated.

CoinDesk is an award-winning media outlet that covers the cryptocurrency industry. Its journalists abide by a strict set of editorial policies. In November 2023, CoinDesk was acquired by the Bullish group, owner of Bullish, a regulated, digital assets exchange. The Bullish group is majority-owned by; both companies have interests in a variety of blockchain and digital asset businesses and significant holdings of digital assets, including bitcoin. CoinDesk operates as an independent subsidiary with an editorial committee to protect journalistic independence. CoinDesk employees, including journalists, may receive options in the Bullish group as part of their compensation.

Jamie Crawley

Jamie Crawley is a CoinDesk news reporter based in London.

Learn more about Consensus 2024, CoinDesk's longest-running and most influential event that brings together all sides of crypto, blockchain and Web3. Head to to register and buy your pass now.