Five years ago, a vision to bring teams closer to their global fanbases came alive with the launch of the first-ever Fan Token™. Today, we celebrate the milestones that have made the journey so far unforgettable.
But this is only the beginning. After all, Fan Tokens are only 5.
Fan Tokens are evolving. Powered by Chiliz Chain – The Sports Blockchain – and supported by Socios.com, the future promises new platforms, experiences, and communities for Fan Token holders everywhere.
The big kick-off in Turin with $JUV
Ground zero for Fan Tokens was Turin, November 28th 2019. Juventus Football Club, giants and innovators paved the way forward as we created $JUV, Juventus Fan Tokens. This innovation allowed fans to engage directly with their team, offering voting rights on club decisions and exclusive rewards. By introducing blockchain-powered Fan Tokens, together we set a new standard for fan engagement, transforming the way sports teams connect with their global audiences and paving the way for the digital transformation of sports communities worldwide.
Breaking new ground with the first-ever poll
On the 2nd of December 2019, fans got to experience the power of Fan Tokens when the first-ever binding poll was launched on Socios.com, allowing Juventus Fan Token holders to pick a new goal celebration song. Blur’s iconic ‘Song 2’ won the vote, and was played four times as Juve recorded a resounding 4-0 victory over Cagliari at the Allianz Stadium, with Ronaldo grabbing a hat-trick. Woo-hoo!
The historic poll prompted news coverage around the world. Here’s the Daily Mail reporting on Juventus fans taking the reins and setting the soundtrack to their team’s victory.
Fan Tokens™ go global
Juventus, Paris Saint Germain and Atletico de Madrid were among the first, but it wasn’t long before many more major teams got on board and launched official Fan Tokens, with the world’s media taking note. The launch of the FC Barcelona Fan Token in particular sparked huge media interest with Spanish national television and multiple global outlets picking up the news.
Fan Tokens™ make it to Binance
2020 saw Socios.com continue its global expansion, with more partners joining, each bringing fresh polls, ideas and Fan Rewards. As more fans engaged, it became clear that Fan Tokens were in demand as they added an extra layer of communication between fans and their teams.
But demand for Fan Tokens outside Socios.com was growing, and in a landmark moment three Fan Tokens – OG, Atlético de Madrid and AS Roma – were listed on Binance, the world’s biggest cryptocurrency exchange – a pivotal moment in the evolution of Fan Tokens into a recognised Digital Asset class.
The Power of the Poll: First the team, now the kit!
Fans of Cypriot side Apollon FC used the power of the Fan Tokens to choose the team in a remarkable first back in 2020, with Fan Token holders picking the XI that triumphed 9-0 over local side Aris Limassol. The club then followed it up by letting Fan Token holders choose the team’s kit design for the 2021/22 season.
Meanwhile, fans were enjoying greater influence elsewhere – designing inspirational murals inside stadiums, appearing on LED boards via video link, choosing inspirational messages for the captain’s armband, accessing press conferences with the head coach, and selecting squad numbers for new signings.
Ronaldo and Messi become Fan Token holders
In March 2021 Ronaldo broke Pele’s goal-scoring record taking his tally to a staggering 770 after scoring a hat-trick for Juventus against Cagliari. As a reward for his achievements, the club and Socios.com rewarded him with 770 $JUV Fan Tokens – one for every goal scored.
Fast-forward a few months to August, and Lionel Messi actually received $PSG Fan Tokens as part of his deal to move to Paris Saint-Germain. The news prompted worldwide coverage and was even picked up by Reuters.
Premier League signings
With Fan Tokens growing and growing it was only a matter of time before the big hitters in the Premier League got involved. Manchester City set the tone before Arsenal, Aston Villa, Everton, Leeds United, Everton and Tottenham Hotspur followed suit.
Live the dream, take the pitch
June 2021 saw one of the biggest-ever Fan Rewards launched on Socios.com, offering an incredible experience to Barcelona Fan Token holders. The first-ever “Play on the Pitch” activation took place, with fans enjoying a full pre- and post-match experience and getting to strut their stuff on the hallowed Camp Nou turf.
With Barcelona leading by example, more clubs followed with Atlético de Madrid and all the clubs from England inviting fans to literally follow in the footsteps of their heroes. Club legends also joined in, coaching the players and helping them recreate iconic goals that shaped the club’s history.
One Million Fan Token™ Wallets
In October 2021, Fan Tokens reached a significant milestone as the Socios.com platform hit 1 million users and with momentum building more innovative ideas were born. From exclusive Fan Rewards, to rare spots merch and memorabilia, it was clear, our partners understood our vision and wanted to push the boundaries even further.
Game-scored balls
In January 2023, Socios.com and Lega Serie A agreed to bring game-scored Serie A balls – authenticated using blockchain tech, and including a unique NFT representing the goal – to Socios.com and Fan Token holders.
This innovative way of rewarding fans began with the 2023 edition of the Supercoppa Italia. The first ball collected was Federico Dimarco’s goal against AC Milan in that explosive 2023 final, with Inter running out 3-0 winners, and it continues to this day with match officials passing game-scored balls to Socios.com delegates at Serie A games. How about that for the ultimate matchday souvenir?
Fan Token™ holders take to the skies
Fan Tokens have continued to provide access to extraordinary rewards. Holders have participated in official team photoshoots, met club legends, and first-team stars. Fans have announced the line-up over the stadium tannoy on matchday—and some have even taken to the skies, flying with the first-team to away games.
Chiliz Chain launches
Fan Tokens and Socios.com are both Chiliz innovations, but with the launch of Chiliz Chain in May 2023, Fan Tokens became poised for exponential growth.
Fan Tokens are the chain’s unique selling point, offering teams, brands and developers the chance to plug them into new products, services and experiences – and now its gathering pace with an exciting future ahead.
Two million Fan Token™ Wallets
In December 2023, another significant milestone was reached as Fan Token wallets hit 2 million. This feat consolidated Socios.com as the leading platform for the non-financial blockchain-based consumer-facing product, and its global expansion served as a springboard for more exciting developments on the app.
Atletico de Madrid launch pioneering Fan Token™ integration
In May 2024, Atlético launched the Fan Token Experience within their official club app, offering fans – everywhere – access to the Socios.com platform from the app, and access to more fan engagement and rewards, paving the way for other clubs to deepen Fan Token integration within their digital ecosystems.
Fan Tokens™ are only 5.
Fan Tokens form the biggest digital asset class in sport, embraced by the biggest teams, and millions of people around the world. They have captured the attention of the world’s media, the biggest names in sport, and created unforgettable experiences. But they are still young, and there’s so much more to come!
Just look at what Fan Tokens have already delivered. Next, imagine a world where loyalty and passion translate into real world value.
Powered by Chiliz Chain, and driven forward by game-changing innovators creating new platforms and utility for Fan Token holders – platforms that will be accessible directly from the new Socios.com Wallet – that world is ready to become a reality.
Fan Tokens are leveling up and are ready… ready to take their spot in the centre circle, at the heart of the experiences – and transactions – that will form Web3 sport.
Fan Tokens are going everywhere.
The best part? We are still early.
#OnlyFive
