Messi unveiled as a Global Brand Ambassador for the crypto-based fan engagement platform.
Fan engagement platform Socios.com has announced Lionel Messi as its first-ever Global Brand Ambassador following a three-year agreement reportedly worth US$20 million.
The partnership will see Messi appear in multiple brand activations including various educational and promotional campaigns. Messi and Socios.com’s partnership will kick off with the ‘Be More’ campaign.
Speaking about his new partnership, Lionel Messi commented:
“Since I played my first professional game the passion of the fans has been a driving force that has helped inspire me to be my very best. Fans deserve to be recognised for their support. They deserve opportunities to influence the teams they love.
“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.com, added:
“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.com has been a partner of Messi’s current club Paris Saint-Germain since 2018, and the firm enjoys partnerships with multiple well-renowned clubs such as Barcelona, Juventus, Manchester City and Atlético Madrid.
Socios.com also has a regional sponsorship deal in place with European football’s governing body, UEFA.