Today, mixed martial arts (MMA) promotion company UFC announced a partnership with blockchain fintech Chiliz to leverage its fan engagement solutions. Chiliz is the company behind the Socios.com platform that enables sports lovers to buy fan tokens.
Socios.com uses fan tokens so users can vote on certain events, earn rewards, and get exclusive access to merchandise. The platform runs a marketplace to buy and sell these fan tokens.
With this partnership, users of Socios.com and MMA fans can use tokens to access pre-sale tickets to UFC fights and other events. Previously, UFC said it was working with Cryptokitties creator Dapper Labs for blockchain collectibles.
“By partnering with Chiliz, UFC now has access to a captive audience of fans from some of the biggest sporting organizations on the planet, creating an unprecedented opportunity to attract new followers,” said Alexandre Dreyfus, CEO & Founder of Chiliz & Socios.com.
Earlier this year, the company entered into a partnership with sports marketing firm Lagardère Sports, which has a portfolio of six French soccer clubs, 16 German soccer teams together with a roster of MLB and NFL players.
Sports organizations are partnering with blockchain firms for two things — fan tokens and collectibles, although often there’s more than one purpose.
Marketing firm Havas is working on another platform for blockchain fan tokens.