The Argentine soccer star who plays for PSG will become the fan engagement ambassador for socios.com. Messi joins other sports celebrities who have joined crypto-related companies as global ambassadors.
Socios.com has struck a three-year endorsement deal worth $20 million with Argentine forward and Paris Saint-Germain (PSG) superstar. According to a report in Reuters, Messi will represent the crypto firm as its global ambassador. The firm focuses on digital fan tokens, and, as such, the deal doesn’t include any form of cryptocurrency transactions.
Commenting, Messi stated:
“Fans deserve to be recognized for their support. They deserve opportunities to influence the teams they love […] Socios.com exists to enhance the fan experience, to enable fans to ‘be more.’ I’m proud to join Socios.com’s mission to create a more connected and rewarding future for fans around the world.”
Promotional campaign leading up to the 2022 FIFA World Cup
Socios explained that Messi would appear in various brand activations, including multiple educational and promotional campaigns. The Reuters report further intimated that the promotional campaign would lead up to the 2022 FIFA World Cup in November, at which Messi will represent Argentina. The firm added that Messi, whose transfer from Barcelona to Paris St Germain in August included a cryptocurrency payment as a signing bonus. The club stated:
“‘Messi’ will be involved in a publicity and promotion campaign for Socios in the build-up to the Qatar World Cup, which starts in November.”
Fan tokens as a new way of integrating cryptocurrency with sports
Messi’s current club Paris Saint-Germain (PSG) has partnered with Socios since 2018. Other soccer outfits that have deals with the platform include Barcelona, Juventus, Manchester City, and Atletico Madrid. Socios also has a global licensing and regional sponsorship agreement with European soccer’s governing body UEFA. A Socios spokesperson explained:
“We are very aware of our responsibility as the creators of fan tokens and, as the leaders in this space, we take it very seriously, and we and our partners are making an effort to lead by example.”
Sports clubs issue fan tokens, allowing holders (usually fans) to vote over certain listed decisions as dictated by the team. Perceived by many clubs as a new stream of revenue, fan tokens exist as a new way of integrating cryptocurrency with sports. The news came after David Beckham and Naomi Osaka, the four-time Grand Slam champion, joined DigitalBits and FTX as Global Ambassadors.
“Lionel Messi Approved”
The company, which has partnered up with more than 130 football clubs and leagues for fan tokens, introduced the star as its first global ambassador in a tweet and changed its Twitter Bio to “Lionel Messi Approved.”
Alexandre Dreyfus, chief executive of Socios.com, added:
“At Socios.com, what we are trying to do is ensure that fans, wherever they are in the world, feel that their support is valued, that it matters, that it is special […] we are delighted to announce Lionel Messi as our new global brand ambassador and look forward to building a more inclusive, exciting and rewarding future for fans across the world together.”