Barcelona sign first blockchain deal to boost fan engagement
Barcelona, the Spanish soccer giants, have teamed up with Chiliz, the blockchain-based fan engagement platform, in a new global partnership.
The defending LaLiga champions said the deal is part of their “new digital and commercial strategy” and marks the club’s first blockchain partnership.
Under the agreement, the two parties will launch a cryptocurrency fan engagement scheme through Chiliz’s mobile app Socios.com, which will offer fans the opportunity to vote on decisions taken by the club.
Barcelona and Chiliz will collaborate to create ‘Barca Fan Tokens’, which will allow fans to cast votes on polls using blockchain technology. Each token is worth around €2 ($2.17) and buys one vote in each survey. The more tokens a fan owns, the more of a say he or she will have.
For every action taken on the app, fans will receive rewards for engaging with the club, such as points which can be exchanged for exclusive merchandise and unique experiences.
The Spanish giants added that the new partnership is part of their global expansion strategy and “boosts the club's commitment to looking to new digital channels and formats for connecting and generating engagement with their global audience.”
Josep Pont, Barcelona’s head of commercial area, said: "This agreement will give us the chance to set up innovative marketing and partnership activations with a clear focus on the digital realm to take the club closer to our fans around the world.
“This agreement also forms part of FC Barcelona's goal to become associated with leading brands that can help us consolidate our new commercial and digital strategy, with the development of new streams for the generation of resources helping to make us a benchmark both on and off the field."
Socios.com recently partnered with French giants Paris Saint-Germain to launch a similar cryptocurrency fan engagement scheme, having previously agreed a deal with English Premier League club West Ham United last year.
A feature on blockchain and cryptocurrency can be found in the latest issue of Sportcal Insight here.