Atlético Madrid has expanded its use of the Socios digital token for fan engagement purposes as part of its partnership with Chiliz.
The move will see the Atlético de Madrid Fan Token integrated with the LaLiga club’s digital ecosystem. The partners state that this will offer Atlético supporters who hold the token more rewards and access to more opportunities.
New features include fan polls and trivial quizzes, where fans can win points which can be redeemed for rewards and experiences linked with the club. The enhancement marks a continuation and expansion of Atlético’s engagement with blockchain and Web3.
Alejandro Ugarrio, Director of Atleti Lab, the club’s innovation and tech division, said: “We want to continue improving the experience of our fans worldwide and this new integration with Socios.com is perfectly aligned with our strategy.
“We are very excited because, through our app, fans will now be able to access a very attractive proposition full of different types of benefits for them.”
Atlético Madrid was the first Spanish club to begin utilising Fan Tokens when it partnered with Chiliz back in 2019. Since then, Socios has become one of the most popular and widely utilised fan tokens across international sports.
The success for these digital fan engagement assets began prior to COVID-19 when blockchain-backed products, such as Non-Fungible Tokens (NFTs), were beginning to surge in popularity.
This increase in interest among both sports businesses and the general public saw Chiliz clinch deals with several prominent clubs and organisations. The firm’s partners include the likes of FC Barcelona, Arsenal and UEFA.
Alexandre Dreyfus, Founder and CEO of Chiliz and Socios.com, said: “The integration we have just launched will not only increase the benefits for current Atlético de Madrid Fan Token holders, but will also give hundreds of thousands of Atlético fans worldwide the chance to discover and enjoy the benefits of this digital tool that rewards fans in unprecedented ways.
“This is a significant step in the adoption of Fan Tokens and digital assets by tier-1 sports teams. By becoming the first club to integrate their Fan Tokens into its own native channels, Atletico are leading the way in delivering digital benefits to their fans while inaugurating a new stage in the Fan Token journey — one in which the utility will expand far beyond the Socios.com app.”
