Lionel Messi has signed an agreement worth more than $20 million (€18m) to promote digital fan token company Socios.com, a source close to the deal told Reuters on Tuesday.
Messi becomes the latest global sports personality to enter the crypto world following NFL quarterback Tom Brady and NBA star LeBron James and the deal is part of a growing wave of tie-ups between crypto firms and soccer.
Socios said in a news release that the Paris Saint Germain star, whose move from Barcelona in August included a cryptocurrency payment, will be involved in a publicity and promotion campaign for Socios in the build-up to the Qatar World Cup, which starts in November.
The “ambassador” deal for Messi does not include crypto payments and is a three-year agreement, the source said.
Socios have signed deals, including creating tokens, for more than 130 sports organisations including a number of top football clubs such as PSG, Barcelona, Juventus and Manchester City.
Fan tokens are a type of cryptocurrency that allow holders to vote on mostly minor decisions related to their clubs.
Similar to bitcoin and other digital currencies, fan tokens can be traded on exchanges. They also share in common with other cryptocurrencies a tendency for wild price swings, leading some regulators to issue warnings to investors about digital assets.
“Fans deserve to be recognised for their support. They deserve opportunities to influence the teams they love,” Messi said in the 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.”
The tokens are increasingly seen by clubs as a source of new revenue but have been criticised by some supporters’ groups who see their introduction as superficial participation that adds to the already growing costs of following their teams.
Brady last year took an undisclosed equity stake in crypto exchange platform FTX Trading Ltd and became an ambassador for the company.
In January, James announced a multi-year partnership with Crypto.com, a company who recently signed a sponsorship deal with world soccer’s governing body Fifa.
Meanwhile, French club AS Monaco announced on Tuesday a partnership with Capital Block to develop NFTs (non-fungible tokens).
“This is a first for French football since AS Monaco will be the first club to work with an NFT consultancy, which will enable the Monegasque club to acquire an inside knowledge of the NFT market and thus create a successful and sustainable offering,” said Capital Block chief executive Tim Mangnall in a statement.
AS Monaco, who have won eight Ligue 1 titles and were runners-up in the 2004 Champions League final, are currently seventh in the league.
