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Lionel Messi and Fan Token creators Socios have joined forces, uniting to build a more inclusive, exciting and rewarding future for fans across the world.

“Be more” is the slogan for Lionel Messi’s first campaign as Socios’ newly appointed Global Brand Ambassador.

Lionel Messi’s multi-year agreement with Socios will last for an initial period of 3 years.

As Global Brand Ambassador, Lionel Messi will promote Socios to his 400 million followers, inspiring fans around the world to come together and share their passion for their favourite teams by joining the most empowered and engaged community in sport. The four-time UEFA Champions League winner will appear in multiple educational and promotional campaigns, starting with a debut Socios brand campaign.

Lionel Messi said: “Since I played my first professional game the passion of the fans has been a driving force that has helped inspire me to be my very best.

“Fans deserve to be recognised for their support. They deserve opportunities to influence the teams they love.

“Socios exists to enhance the fan experience, to enable fans to ‘be more’. I’m proud to join Socios’ mission to create a more connected and rewarding future for fans around the world.”

Alexandre Dreyfus, CEO of Socios, said: “Once in a generation talents like Lionel Messi make the beautiful game extra special for fans.

“At Socios, what we are trying to do is ensure that fans, wherever they are in the world, feel that their support is valued, that it matters, that it is special.

“We are delighted to announce Lionel Messi as our new Global Brand Ambassador and look forward to building a more inclusive, exciting and rewarding future for fans across the world together. We have taken great strides forward in the last few years, but, if football fans know one thing, it’s that with Lionel Messi on your side anything is possible.”

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