Soccer star Lionel Messi is cashing in on his fame as he signs a $20 million deal to promote Socios.com token. However, the agreement doesn’t involve crypto.
Famous figures have always augmented their income by leveraging their popularity to promote products or services. PSG player, multiple-times winner of the best player of the year award, Lionel Messi, has just bagged another endorsement deal worth $20 million. He will become a brand ambassador for Socios.com, according to Reuter. The deal runs for three years.
The Argentinian soccer team captain has been involved with Socios tokens. When he made his headline-making switch from Barcelona to PSG at the end of last season, he received a large number of fan tokens from Socios as part of the deal.
If you wonder what fan tokens are, they are a form of crypto representing an interest in sports teams. They allow the holders to make some input in the club’s running, even though small. For example, they can vote on squad numbers or celebration songs. Socios maintains tokens for different categories of sports clubs, including soccer, hockey, basketball, football, etc.
According to Messi, “Since I played my first professional game, the passion of the fans has been a driving force that has helped inspire me to be my very best. Fans deserve to be recognised for their support. They deserve opportunities to influence the teams they love. 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.”
CEO of Socios.com, Alexandre Dreyfus, said, “Once in a generation talents like Lionel Messi make the beautiful game extra special for fans. At Socios.com, what we are trying to do is ensure that fans, wherever they are in the world, feel that their support is valued, that it matters, that it is special. We are delighted to announce Lionel Messi as our new Global Brand Ambassador and look forward to building a more inclusive, exciting and rewarding future for fans across the world together. We have taken great strides forward in the last few years, but, if football fans know one thing, it’s that with Lionel Messi on your side anything is possible.”
Sports stars have been involved in cryptos, with some even accepting their salaries in the digitalized currency. The NFL has also permitted any of its teams to promote blockchain companies, although they are not allowed to promote specific crypto.
Since making his first professional appearance at just 16 years-old, Lionel Messi has won 35 major trophies, scored nearly 700 goals — including 92 in a single record-breaking calendar year — and collected more Ballon D’Ors (7) and Golden Boots (6) than any other football player in history.
Socios claims it is working with over 130 sports clubs and bodies, including big names like Paris Saint-Germain, FC Barcelona, Juventus, AC Milan, Inter Milan, Napoli, Valencia, Atlético de Madrid, Manchester City, Arsenal, and UEFA. Its network also features huge names from South America like River Plate, Flamengo, and Corinthians.
The company says it will launch a wide range of sports-related games exclusively for Fan Token holders.