Fan tokens in sports: how digital assets are changing interactions with your favorite teams

Revolution in the Way Football Teams Are Supported

The development of blockchain has opened new opportunities for sports fans. Previously, supporters could only enjoy the emotions from their teams’ victories. Now, fan tokens allow them to receive real rewards — from exclusive content to voting rights in club decisions.

This format has become a real revolution in the sports industry. Clubs have gained a powerful tool to strengthen their connection with their global fan base, while fans have the opportunity to actively influence the team’s development.

What does the term “fan token” mean?

A fan token is a digital asset specifically designed for sports enthusiasts. It grants owners access to unique privileges and benefits. These include:

• Exclusive content from the club
• Official merchandise
• Voting rights on team development issues
• Invitations to special meetings and events
• Participation in choosing an anthem or other club content

The first wave of fan token launches began in 2019, when Italian “Juventus” and Parisian club showed strategic foresight by launching their own digital assets. Since then, European clubs have massively started creating similar supporter engagement systems.

How does this mechanism work

Outside of club ecosystems, fan tokens behave like standard cryptocurrency assets. They are traded on cryptocurrency exchanges, and their value depends on market demand and supply. The value of a fan token is directly related to the activity and engagement of the fan community.

Clubs use fan tokens as tools to manage relationships with supporters. Fans can exchange tokens for privileges, participate in voting, and earn rewards for activity. Such a system creates a mutually beneficial scheme for both parties.

Popular fan tokens of European clubs

SPURS — the token of legendary Tottenham

Tottenham Hotspur embarked on the path of digital innovation in October 2023, launching their fan token SPURS. This happened during a successful period for the team in the Premier League.

Current data for SPURS:

• Price: $0.19
• Change over 24 hours: -0.86%
• Trading volume: $58.34K
• Market capitalization: $2.21M

Owning SPURS gives supporters the chance to win match tickets and participate in exclusive meetings with players. The club continues to expand the set of privileges for token holders.

PSG — a pioneer in the world of fan tokens

Paris Saint-Germain became one of the first clubs in the world to introduce their own digital asset back in 2019. The French club operated on the Ethereum blockchain, providing supporters with a range of benefits.

Current data for PSG:

• Price: $0.88
• Change over 24 hours: -1.25%
• Trading volume: $17.01K
• Market capitalization: $12.01M

PSG owners can participate in voting on the captain’s armband message and access VIP club services. The token has become a symbol of the club’s commitment to modern technology.

SANTOS — pride of Brazilian football

Santos — a legendary Brazilian team that entered the fan token arena in November 2021. The club, which nurtured Pelé and Neymar, created SANTOS as a BEP-20 token on Binance Smart Chain.

Current data for SANTOS:

• Price: $2.08
• Change over 24 hours: +1.51%
• Trading volume: $28.34K
• Market capitalization: $33.52M

SANTOS offers voting rights on team development issues and access to NFT collections and gaming assets. This token has secured a position as one of the most capitalized in its category.

BAR — titan of Spanish football

FC Barcelona, a European legend with a rich sporting heritage, introduced BAR in June 2020. The token is based on Ethereum and has allowed millions of supporters worldwide to interact more actively with the club.

BAR owners gain voting rights on club decisions, access to official merchandise, and invitations to matches and special events. The global supporter base makes this token highly attractive.

GAL — pride of Turkish football

Galatasaray, a Turkish giant, launched GAL in February 2020. This token, operating on the Ethereum sidechain, became a utility token for club operations.

GAL provides holders with discounts on official merchandise, participation in governance votes, and access to exclusive club materials.

CITY — ambitions of the English football giant

Manchester City launched CITY in March 2021, choosing a specialized platform for this purpose. The club, which experienced significant revival under modern management, recognized the importance of engaging a global fan community.

Current data for CITY:

• Price: $0.66
• Change over 24 hours: -1.17%
• Trading volume: $17.47K
• Market capitalization: $8.28M

Crypto analysts forecast growth potential for this token due to the continuous expansion of the club’s fan base.

INTER — Milanese legend in the Web3 era

Inter Milan, a historic club with a long-standing tradition, introduced INTER in September 2021. The token launch helped the club create a new experience of interaction with supporters.

Current data for INTER:

• Price: $0.42
• Change over 24 hours: +5.50%
• Trading volume: $644.55K
• Market capitalization: $4.70M

INTER owners can vote on songs for team warm-ups and influence other aspects of club activities. The club continues to expand the token’s functionality.

ACM — the red-black tradition in digital form

AC Milan launched ACM in February 2021, aiming to engage its global fan base. Milan, like its city rival, is based on the same stadium and chose a digital development path.

Current data for ACM:

• Price: $0.56
• Change over 24 hours: -0.60%
• Trading volume: $32.14K
• Market capitalization: $6.96M

The relatively affordable price of ACM is considered by some investors as undervalued given the club’s huge global fan community.

LAZIO — Roman heritage in Web3

Lazio, an Italian club with a glorious history, introduced LAZIO as a BEP-20 token in October 2021. This digital asset operates on Binance Smart Chain and provides supporters with equal access to benefits.

Current data for LAZIO:

• Price: $1.10
• Change over 24 hours: -1.18%
• Trading volume: $19.03K
• Market capitalization: $14.51M

LAZIO owners can participate in club e-commerce, win collectible items, and vote on team development issues.

Should fan tokens be considered an investment?

Like any digital assets, fan tokens are characterized by volatility. Their value fluctuates depending on market demand and supply. Trading fan tokens can yield both profits and losses.

Many investors see fan tokens as a way to combine financial investments with emotional attachment to their favorite team. However, it is important to remember the risks associated with cryptocurrencies.

Difference between fan tokens and NFTs

Although both types of digital assets have gained popularity in the sports industry, they have significant differences. Unlike non-fungible tokens (NFT), which have unique attributes, fan tokens are interchangeable digital assets. One SPURS is equivalent to another SPURS — they do not have individual characteristics that distinguish one token from another.

The future of digital interaction with clubs

Fan tokens are still in the early stages of development. There is enormous potential for innovation and expanding functionality ahead. Users are already actively trading fan tokens on decentralized markets outside official club ecosystems.

Digitalization of sports interaction demonstrates how technology can transform traditional industries. Clubs have gained a new mechanism to strengthen their connection with fans, and supporters have a real opportunity to influence the development of their favorite team.

Fan tokens represent a symbiosis of investment opportunities and sports passion, opening new horizons for both sides.