Fan engagement platform, Socios.com, has announced a three-year partnership which sees football player, Lionel Messi, join the brand as a global ambassador.

The deal is worth a reported US$20 million, Messi will also appear in brand activations, which includes educational and promotional campaigns.

Additionally, in a statement, Socios, said Messi will be involved in a publicity and promotional campaign in the build-up to the FIFA World Cup which kicks off in November.

Commenting on the partnership, PSG and Argentina football player, Lionel Messi, said: “Since I played my first professional game, the passion of the fans has been a driving force that has helped me to be my very best.”

“Fans deserve to be recognised for their support.

“They deserve opportunities to influence the teams they love.

“Socios.com exists to enhance the fan experience, to enable fans to ‘be more’.

“I’m proud to join Socios.com’s mission to create a more connected and rewarding future for hundreds of millions of fans around the world,” he said.

Socios’ fan tokens are a type of cryptocurrency that allows fans to vote on minor decisions related to their club, but Reuters reported the deal won’t include cryptocurrency payments, like the footballer received when he signed for PSG.

The announcement comes after it was reported that Cristiano Ronaldo was part of a US$100 million Series A funding round for NFT platform, FanCraze.