March 30 – Argentina and Paris Saint-Germain star Lionel Messi has agreed a three-year deal to promote digital fan token company Socios.com. Reports say Messi will earn $20 million from the endorsement.
“Fans deserve to be recognised for their support. They deserve opportunities to influence the teams they love,” said Messi in a Socios.com press statement.
“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.”
He follows in the footsteps of major sports stars Tom Brady from the NFL and the NBA’s Lebron James as football and crypto grow ever closer ties.
The crypto platform said in a news release that Messi, will be involved in a publicity and promotion campaign for Socios in the build-up to the World Cup in Qatar at the end of the year.
With Messi, Socios grow their portfolio that includes Paris Saint-Germain, Barcelona, Juventus and Manchester City.
Football has grown a close relationship to cryptocurrency platforms both as a sponsorship opportunity and, via fan tokens, as a way to raise money and drive fan engagement. Critics warn that fan tokens are preying on fans with an unregulated financial product that offers token buyers very little in return for their acquisition.
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