A source close to the deal told Reuters on Tuesday that Lionel Messi has signed a deal worth more than $20 million to promote digital fan token company Socios.com.
Messi has become the latest global sports personality to enter the crypto world after NFL quarterback Tom Brady and NBA star LeBron James, and the deal is part of a growing wave of relationships between crypto companies and football.
The Paris Saint-Germain and Argentina striker, whose move from Barcelona in August involved a cryptocurrency payment, will take part in an advertising and promotional campaign for Sosius in preparation for the World Cup in Qatar, which begins in November.
The source said that the ‘ambassador’ deal for Macy’s does not include cryptocurrency payments and is a three-year agreement.
Socios has signed deals, including the creation of icons, for more than 130 sports organizations including a number of top football clubs such as PSG, Barcelona, Juventus and Manchester City.
Fan tokens are a type of cryptocurrency that allows holders to vote on mostly simple decisions related to their club. Tokens are increasingly seen by clubs as a source of new revenue but have been criticized by some groups of supporters who see presenting them as superficial involvement adding to the already rising costs of pursuing their teams.
Last year, Brady acquired an undisclosed stake in crypto exchange FTX Trading Ltd and became an ambassador for the company.
In January, James announced a multi-year partnership with Crypto.com, a company that had recently signed a sponsorship agreement with world football’s governing body FIFA.
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