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Leo Messi of PSG is the latest athlete to sign on as a global ambassador for a cryptocurrency corporation.

Lionel Messi, widely regarded as the greatest player of all time, is the latest well-known figure to enter the competitive world of fan tokens. The PSG superstar has teamed up with Socios, a crypto fan token company.

New Title for Superstars: Global Ambassador

According to Reuter, Argentinian striker Lionel Messi has signed a deal for more than $20 million with the digital fan token startup Socios.com to serve as its worldwide ambassador. The three-year agreement, however, excludes any bitcoin transactions.

David Beckham and Naomi Osaka, a four-time Grand Slam champion, have joined DigitalBits and FTX as Global Ambassadors, respectively.

Messi, whose August move from Barcelona to Paris St. Germain included a cryptocurrency payment as a signing bonus, will be part of a PR and promotion campaign for Socios in the run-up to the Qatar World Cup, which begins in November, according to Socios’ press release.

In a tweet, the company announced Messi as its first global ambassador and changed its Twitter bio to “Lionel Messi Approved.” The company partnered with more than 130 football clubs and leagues for fan tokens, introduced the star as its first global ambassador, and changed its Twitter bio to “Lionel Messi Approved.”

In a statement, Messi said he was happy to be a part of Socios’ vision and to have contributed to a more connected and fulfilling future for worldwide fans.

Fan Tokens’ Ascension

Sports teams issued fan tokens and allow holders (typically supporters) to vote on specific team-determined choices. Fan tokens are a new means of merging cryptocurrencies with sports that many teams see as a new source of revenue.

Despite the increased interest in such assets, Socios has recently come under fire. Users must trade CHZ tokens for any fan coin listed on the platform, causing criticism over the company’s link with the cryptocurrency project Chiliz (CHZ).

Alexandre Dreyfus, the founder of Socios, was accused of price manipulation earlier this month when he failed to pay CHZ consultants for keeping the price from collapsing due to significant selling pressure.

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