Messi, who plays as a forward for Ligue 1 club Paris Saint-Germain (PSG) will help Sorare set new standards in how fans connect with clubs and players as well as work together to create new content and fan experiences, the company said in a statement.
As part of the deal, Messi has taken an equity stake in Sorare. The size of his holdings and the terms of the deal are kept under wraps. Sorare CEO and co-founder Nicolas Julia said that the partnership with Messi marked a huge milestone for the company.
“Fans have always looked for ways to express their passion and get closer to the players and teams that they love and Sorare’s combination of a fantasy game with digital collectibles gives fans new ways to do that, wherever they are in the world,” said Messi in a statement Wednesday.
Messi follows other star athletes such as fellow PSG footballer Kylian Mbappe and tennis legend Serena Williams in tying up Sorare. Mbappe also joined Sorare as brand ambassador and investor while Serena Williams joined the platform as board advisor.
In March, Messi inked a $20 million three-year partnership deal to promote digital fan token platform, Socios, and become its global brand ambassador. He also previously agreed to receive part of his salary in PSG fan tokens developed by Socios for Paris Saint-Germain, as part of his two-year contract with the football club.
Sorare CEO and co-founder Nicolas Julia said that Messi’s deal with Sorare was an “exclusive agreement,” but a Socios spokesperson told CNBC that its partnership with Messi “still stands and is not affected by any other potential agreement Messi may sign with crypto exchanges.”
“There has been a lot of hype around different football projects using non-fungible technology up to now, but the ones that stick around will be those that offer real underlying utility and see non-fungible technology as the means to achieving their goals, not the ends,” Julia told CNBC.