The world soccer superstar, the Argentine Lionel Messi, will be the image of the fan token platform Socios.com, after signing a USD 20 million agreement with the company, the Reuters news agency said.
The agreement, disclosed this Tuesday, March 29, does not contemplate payments with cryptocurrencies for Messi, the agency said, citing a source close to the deal. The incorporation of the Argentine footballer would be part of the company’s advertising and promotion campaign, ahead of the upcoming Qatar 2022 World Cup.
According to a release disclosed by the company, Lionel Messi will join the firm as “Global Ambassador” for at least 3 years, to promote Socios.com among his more than 400 million followers. The agreement implies that the soccer player shares educational content on fan tokens and is the main image of a television campaign that will be launched soon.
«Since I played my first game as a professional, the passion and support of the fans have been the fuel that has driven me to improve myself to be better every day. The fans deserve greater recognition and greater participation in their teams,” Messi said in the context of the agreement.
It should be noted that Messi is one of the world famous footballers whose name has been linked to the cryptocurrency ecosystem. As reported by CriptoNoticias, at the beginning of August of last year, striker launched his first collection of NFTs (Non-Fungible Tokens) on the Ethernity network, and invited his followers to participate in the “Messiverse”. A few days later, he was greeted by his current team, Paris Saint-Germain, with a “welcome package” that included an undisclosed amount in club fan tokens.
A fan token is a crypto asset that grants its owners access to exclusive benefits, events, prizes, and services of a club or other organization. It is a marketing tool has been gaining space as part of the loyalty strategies of sports teams. An analysis carried out by CriptoNoticias indicated that the World Cup could act as a catalyst for the so-called fantokenmania in 2022.
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Socios.com reported that it plans to carry out some 500 surveys this year that allow users to participate in decisions of their teams, and deliver up to 17,000 prizes and rewards. The company noted that it maintains agreements with more than 130 sports organizations around the world.