Leo Messi x Speedflow WhiteSpark. Image: Lionel Messi

Lionel Messi, the Argentine professional footballer, is said to have inked a deal for more than $20 million to promote digital fan token firm Socios.com as its brand ambassador. Messi is the latest global sports figure to enter the cryptocurrency market, following Los Angeles Lakers star LeBron James and Tampa Bay Buccaneers quarterback Tom Brady. The four-time UEFA Champions League winner, who plays forward for Ligue 1 side Paris Saint-Germain and captained Argentina, will back the swap for the following three years.

Together we can do more. Together we can be more.

Introducing https://t.co/2FROhSNgw8’s first global ambassador, Lionel Messi.#BeMoreThanAFan pic.twitter.com/DxiHckf2Wq

— Socios.com () March 29, 2022

— Socios.com () March 29, 2022

Socios.com stated in a press release that Messi will be participating in a media and promotion campaign leading up to the Qatar World Cup in November. The signing-on fee for the 34-year-old footballer’s transfer from Barcelona to Paris Saint-Germain in August included fan vouchers from Socios. However, according to reports, the inked agreement would not include bitcoin payment.

Fan tokens are a sort of cryptocurrency that allows holders to vote on primarily minor club-related matters. According to Reuters, Messi stated in a statement that “fans deserve to be recognized for their support” and “deserve opportunities to influence the clubs they love”.

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Socios.com has acquired contracts with over 130 sporting organizations, including FC Barcelona, Juventus, Arsenal, AC Milan, and Manchester City. The platform’s network also includes notable South American clubs, over 50 major US sports organizations, Formula One stars, and important figures from the world of esports.

The all-in-one fan influence & rewards app seeks to make fans throughout the world feel appreciated for their support. “We are happy to introduce Lionel Messi as our new Global Brand Ambassador and look forward to working together to develop a more inclusive, exciting, and rewarding future for fans across the world”, said Alexandre Dreyfus, CEO of Socios.com. We’ve made enormous leaps forward in recent years, but football fans know that with Lionel Messi on your side, everything is possible”.

Image: Socios.com

Socios.com hunt for Paris Saint-Germain Fan Tokens.
Image: Paris Saint-Germain

Tokens are increasingly being viewed as a new form of revenue for clubs, but they are not without criticism. Some supporters have criticized the introduction, seeing it as a superficial engagement that adds to the already high price of following their teams.

Socios.com plans to run at least 500 polls this year for its increasing community of Fan Token holders, giving them a say in critical fan-centric choices ranging from kit designs to squad numbers and celebration music. Furthermore, token holders will get one-of-a-kind digital goodies such as NFTs, apparel, and match-worn jerseys, as well as be “able to access exclusive discounts related to club sponsors and other special offers and incentives tied to key businesses”. Gamification will also be expanded through the creation of special sports-themed mobile games.