Lionel Messi has signed a $20m deal with Socios.com which will have the Paris Saint-Germain and former Barcelona FC ace promote the digital fan token company.
The news was confirmed for Reuters by an anonymous source.
Messi previously accepted fan token payments as part of his joining Paris Saint-Germain, which means the player is simply doubling down on a vertical he believes in.
He is not the only high-profile athlete to habitually lend his name to fan tokens either.
Other people who have entered the crypto world include NFL quarterback Tom Brady and NBA star Lebron James.
The collaborations between sports franchises and crypto are constantly on the up, with Crypto.com becoming an official sponsor to the FIFA World Cup Qatar 2022.
The new deal negotiated between Socios.com and Messi is an “ambassador deal” and it does not include “crypto payments”. The suggested period of the collaboration is three years, Reuters said.
Socios has ties with more than 130 sports organizations, which include both Messi’s teams, Paris Saint-Germain and Barcelona. The company also has ties with Manchester City, Juventus, and others.
Socios.com has been very open to the idea of influencing sports fans through tokens which allow audiences to engage closer with their favorite sports and athletes.
Clubs are also beginning to see these digital collectibles as sources of additional revenue, engage with fans and even let audiences have some say in what is happening with their team.