Pudgy Penguins just teamed up with Manchester City to launch some new co-branded merch—basically blending their digital-native vibe with the massive reach of a top sports club. Instead of getting caught up in the usual hype around tokens or speculation, this move shows how Web3 brands are changing course. More and more, they’re leaning into things like licensing deals, real-world products, and actually getting their stuff into people’s hands.

By jumping into global sports merchandise, Pudgy Penguins keeps doubling down on being an IP-first brand. It’s not just another crypto project looking for a quick win—it wants to stick around and build something people recognize in the real world.

You can see a bigger pattern here: Web3 projects are starting to care less about just blockchain engagement, and more about connecting with fans, selling physical stuff, and staying relevant in culture. That’s what really tests if a project lasts. As the space grows up, these kinds of partnerships make it clear—having strong IP and knowing how to build a brand matters way more than just launching another token. That’s what sets the survivors apart.