Lionel Messi Inks $20M Deal With Crypto Fan Token Platform Socios

Popular soccer star Lionel Messi has secured a multi-year partnership with, a crypto  fan token company. The football star will serve as the firm’s global brand ambassador for three years under the title “Be more” while helping to promote to his social media followers around the world.

“Fans deserve to be recognized for their support. They deserve opportunities to influence the teams they love. exists to enhance the fan experience and to enable fans to be more. I’m proud to join’s mission to create a more connected and rewarding future for fans around the world.”  Messi stated. 

The partnership also involves Messi featuring in a publicity and promotional campaign for the crypto company in the build-up to the upcoming FIFA World Cup tournament starting in November. Messi will also collaborate with the company’s educational campaign starting with their first campaign launch.

This, however, makes the football champ the latest sports personality to enter the crypto sector, coming after NFL quarterback Tom Brady and NBA star LeBron James. 

Alexandre Dreyfus, CEO of noted in a statement  that working with Lionel Messi will make football special for fans all over the world while making sure their support is valued.

“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.”

Meanwhile, it is important to note that this is not the first time Socios has been engaging with sports personalities and organizations.  The crypto firm has signed deals as well as created fan tokens for more than 130 sports organizations in the past, including major clubs such as PSG, Barcelona, Juventus and Manchester City.

Fan tokens allow fans holding the token to participate in minor decision making in regards to their clubs. 

More Sports Partnerships for the Crypto Industry

Blockchain project Terra recently landed an agreement with the United States Major League Baseball side of the Washington Nationals after receiving approval from the Terra community. The deal established the first-ever partnership for decentralized autonomous organizations (DAOs). Terra paid $40 million worth of its native UST stablecoin to the Baseball League side for promotion purposes.

Adding to the list of partnerships,  OKX, previously known as OKex, became the first official crypto exchange partner of EPL club Manchester city. The partnership covers Man City’s male and female teams, including  its eSports ventures, as well as featuring the exchange’s logo inside the club’s venues and stadiums.