• Lionel Messi becomes brand ambassador for Socios
• Messi is set to receive US$20m
• More and more collaborations between crypto companies and sports clubs
Crypto companies do sponsorships
Sponsors are an integral part of sport. With the promotional work of the athletes, the companies expect a greater reach and higher sales figures. Sporting goods manufacturers such as adidas or Nike in particular use these opportunities. For the athletes, this is usually very profitable financially.
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In the meantime, the crypto industry has also discovered sport as a lucrative advertising platform. A recent example is the cooperation between Socios.com, a fan token company, and Argentine soccer star Lionel Messi. At the same time, more and more athletes are using cryptocurrencies such as Bitcoin or Dogecoin. Messi had already been partially paid in PSG fan tokens when he moved from FC Barcelona to Paris Saint-Germain (PSG) in August 2021. This was confirmed by PSG in a press release dated August 12, 2021.
Cooperation is initially limited to three years
As Socios.com announced in its March 29 press release, Messi will act as the global brand ambassador for the fan token company going forward. Socios.com says it wants to use the Argentine in various educational and advertising campaigns to promote the company to its 400 million followers. The cooperation is initially limited to three years. As the Reuters news agency reports, citing an internal source, Messi is said to receive more than 20 million US dollars for his work as a brand ambassador.
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Socios.com says it has a desire to make the sport more exciting and rewarding for fans. The company wants to achieve this with the help of fan tokens. Messi stresses in the press release that fans deserve recognition for their support and influence over their favorite teams. Alexandre Dreyfus, CEO of Socios.com, emphasizes that Socios.com strives to make fans everywhere feel that their support counts, is appreciated, and is special.
Sports clubs use cryptocurrencies as an additional source of income
As Reuters reports, more and more sports clubs are using cryptocurrencies as an additional source of income. This is evidenced by the large number of partnerships that Socios.com has already entered into. According to the company, it has worked with over 130 of the largest sports organizations worldwide. In addition to football teams such as Paris Saint-Germain, FC Barcelona and Manchester City, the company’s partners also include the major US sports teams of the NBA, NHL and NFL and the UFC. In the USA, football and basketball stars such as Tom Brady and LeBron James have already concluded advertising deals with crypto companies.
As Reuters emphasizes, however, there are also voices that view such cooperations critically. Some see the fan tokens as a rip-off, as fans are only granted superficial participation rights while the costs continue to escalate.
M. Wieser / Editor finanzen.ch
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