In a $20 million three-year contract, renowned Argentinian football player Lionel Messi has become the global brand ambassador for blockchain fan token platform Socios. The news follows pushback from fan groups over the platform’s deal with UEFA.
Socios currently has over 130 sporting organizations on its roster, including PSG, Juventus, AC Milan, and South American football teams such as River Plate and Flamengo. It also has partnerships with teams in other sports, such as the NBA, NHL and NFL, although the launch of fan tokens is yet to be announced in the American sports franchises.
Football is the sport where Socios’ main product, fan tokens, has had the greatest impact. However, the platform must address two key competing challenges: the active rejection from organized fan groups and the need for increased brand exposure.
Article continues …
Want the full story? Pro subscribers get complete articles, exclusive industry analysis, and early access to legislative updates that keep you ahead of the competition. Join the professionals who are choosing deeper insights over surface level news.
