PARIS: Football superstar Lionel Messi has signed on with Socios.com as the digital fan token company’s global brand ambassador.
Messi’s agreement with Socios will last for an initial period of three years. While financial terms were not disclosed, Reuters puts the endorsement deal value at $20 million.
Socios joins the likes of adidas, PepsiCo (Pepsi, Lays, Gatorade brands), Budweiser, Qatari telco Ooredoo, and Mastercard, among others as brands endorsed by the Argentina and Parsi St Germain forward.
As global brand ambassador, Messi will promote Socios to his 400 million followers. The four-time UEFA Champions League winner will appear in multiple educational and promotional campaigns, starting with a debut Socios brand campaign.
Messi said: “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.”
Alexandre Dreyfus, CEO of Socios, 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.”
Socios plans to run at least 500 polls this year for its growing community of fan token holders, enabling them to influence key fan-centric decisions on matters ranging from kit designs to squad numbers and celebration songs. Socios will also reward more fans than ever before in 2022, with as many as 17,000 fans set to watch games for the teams they support. Fan token holders will also receive unique digital rewards, including NFTs, as well as merchandise and match-worn jerseys, while being eligible to access exclusive discounts linked to club sponsors and other special offers and incentives linked to major brands, including the likes of Amazon and Deliveroo.
Socios will also increase gamification on the app, launching a wide range of sports themed mobile games exclusively for fan token holders.
Since making his first professional appearance at just 16 years old, 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. Messi has redefined what can be achieved in the game, creating countless unforgettable moments and bringing joy, excitement and elation to millions.
