Fan engagement platform Socios.com has signed up Argentine football icon Lionel Messi as its first ever global brand ambassador.
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The three-year deal is worth $20 million and does not include cryptocurrency payments.
Chiliz-owned Socios said Messi will appear in various brand activations, including multiple educational and promotional campaigns.
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Socios has frequently insisted that its fan tokens are not an investment and that the company wants to deliver value to fans and revenue streams for sports teams. However, critics believe the tokens are merely an attempt to further monetise fandom and could result in supporters losing money.
Messi’s current club Paris Saint-Germain (PSG) have partnered with Socios since 2018.
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