Sunday, July 3

Everything has changed: The ‘new’ sport and the ‘new’ fans

New technologies and new business models will have a prominent role in the MARCA Business Forum to be held on Tuesday, May 17.

Blockchain technology and web 3.0 are taking their place in the present and future of the field of the economy, and sport is consolidating itself as one of the main players in this new world without borders that will continue to open up before us in the coming years.

In the MARCA Business Forum, all this will be discussed in a one-to-one interview with Alexandre Dreyfus, CEO and founder of Socios, and in a roundtable debate entitled ‘Building loyalty with the new fans of the 21st century (NFT, Fan Token, Metaverse…)’.

As an introduction to the sessions that will take place in the MARCA Business Forum, we tell you the most important web 3.0 terminology and the initiatives that have emerged in recent months.

What is the metaverse?

A good question. And not always an easy one to answer. We could define the metaverse as a virtual world to which we connect using a series of devices that will make us think that we are really inside that world since we can interact with all its elements.

But, in relation to the metaverse companies such as Facebook are talking about, it would be a parallel and completely virtual universe that can be accessed using virtual and augmented reality devices.

The aim of these big brands is that we will be able to interact with each other inside it, and even from the outside with the content contained inside it.

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What are Fan Tokens?

A Fan Token is a digital asset created on a blockchain that grants its owner access to a service that sports organisations provide to their fans through the app Socios.com. You only pay for Fan Tokens once, so there is no need for a subscription.

Fans have the opportunity to engage with their favourite teams through polls on the Socios.com app.

It’s like a ‘modern key’, comparable to the traditional matchday programme. It requires no subscription or renewal (you only pay once) and gives fans the ability to participate in team decisions by voting in polls launched by apps such as Socios.com, the market leader with ambassadors such as Lionel Messi himself.

These, of course, are the most established and affordable for fans. The big football clubs have already signed up to them. This is the case of Juventus, Barcelona, Inter, Milan, Roma, Manchester City, Paris Saint-Germain, Atletico Madrid and national teams like Italy and Portugal.

But…what do they let you do? Arsenal fans, for example, were able to vote to see which kit their team wore in a Premier League match and left a message for the players in the tunnel.

Valencia fans chose the phrase that would be worn on the captain’s armband in the Copa del Rey final and Atletico fans even got to play a game at the Wanda Metropolitano alongside Diego Forlan.

Over time, in fact, these rewards are becoming more and more established on platforms that are looking to go further and further.

VIP experiences for big matches or winning tickets to different events have become commonplace. Some clubs even offer the option for fans to choose the design of official merchandise or jerseys they will wear throughout the season.

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What are NFTs?

NFT stands for Non-Fungible Token, units of value that are assigned to a business model, such as cryptocurrencies, although the NFT is a non – fungible good, while a bitcoin is a fungible cryptocurrency.

An NFT is a digital certificate of ownership rights built on the blockchain, typically Ethereum. They have a unique value and cannot be duplicated.

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