Soccer legend Lionel Messi, who now plays for Paris Saint-Germain, has joined Sorare as an investor and brand ambassador. Sorare’s brand awareness will increase, and user experiences will get a boost from the player’s presence.
When announcing this collaboration, Sorare said that Messi had acquired an undisclosed equity investment in the firm. Messi’s endorsement is a big moment for Sorare, which had already attracted the attention of another Spanish soccer star Gerard Pique. Messi’s contract would include the development of innovative content for the service.
Their partnerships with other athletes like tennis star Serena Williams and soccer player Kylian Mbappe are already in place. After a successful Series B investment round in September 2021, the platform raked in $680 million.
Messi and the Crypto World
As such, Messi is no stranger to the world of crypto and NFT-related businesses. The footballer is not hesitant about letting other ecosystem businesses use his name and branding.
When he signed a contract with his current club, PSG, in August 2021, he became one of the first players to have a portion of his salary paid in cryptocurrencies. Part of Messi’s $30 million contract bonus would be paid out in $PSG tokens, the club’s official fan token, which was established in conjunction with Socios.com.
Further, the soccer player inked a contract with Bitget October, a crypto exchange with a social trading emphasis, to give his followers an exclusive chance to learn more about Web 3.0 and the benefits of trading cryptocurrencies on the platform. Messi’s ties to the cryptocurrency industry stretch back to 2017 when he formed a partnership with Sirin Labs, which advocated for creating a blockchain-based, secure mobile phone.