Fan Tokens-focused company Socios.com announced Tuesday that football star Lionel Messi is the brand’s new Global Ambassador.
The Paris Saint-Germain and Argentina national team player signed a three-year deal with the company to promote their business.
Messi’s first campaign has already been launched and received the name “Be more”. The promotion is part of preparations for the Qatar World Cup, which starts in November.
As Socios.com highlighted in a statement, as a global brand ambassador, Messi will promote Socios.com to his 400 million followers.
The four-time UEFA Champions League winner will appear in various Socios.com educational and promotional campaigns.
While the company did not disclose the value of the partnership, Reuters said the deal is worth $20 million. Also according to Reuters, the partnership does not involve cryptocurrencies.
What are Fan Tokens?
Fan tokens are a kind of membership program, in which token holders can have their say in internal club decisions. This includes choosing songs, player jersey numbers, motivational phrases and other symbolic questions.
In addition, owners can have access to exclusive experiences and events, discounts on tickets and sports materials, among others.
For clubs, this is a way to bring their fans closer. At the same time, Fan Tokens are a way to obtain a new source of income for the club.
Socios.com is one of the largest issuers of Fan Tokens on the market. The company already has partnerships with European clubs such as Paris Saint-Germain, Barcelona, Juventus, Milan, Inter Milan.
Messi highlights importance of Fan Tokens for fans
As Messi highlighted in the statement, the fans deserve to be recognized for their support. And Fan Tokens are one way to do that:
“They deserve opportunities to influence the teams they love. Socios.com exists to improve the fan experience, to allow fans to ‘be more’. I’m proud to join Socios.com’s mission to create a more connected and rewarding future for fans.”
Likewise, Alexandre Dreyfus, CEO of Socios.com, highlighted that Socios’ role is to ensure that fans, wherever they are in the world, feel that their support is valued:
“We are delighted to announce Lionel Messi as our new global brand ambassador. We look forward to building a more inclusive, exciting and rewarding future for fans around the world together. We’ve made great strides in recent years. But if football fans know one thing, it’s that with Lionel Messi by your side, anything is possible.”