Atlético Madrid steps up blockchain and Web3 use with Chiliz

Atlético Madrid steps up blockchain and Web3 use with Chiliz
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Chiliz has expanded its agreement with Atlético Madrid, with the LaLiga club enhancing its use of the firm’s Socios digital fan token.

A blockchain-backed asset, the Socios token is used by Chlliz’s sports partners for fan engagement purposes. The club was the first SPanish team to partner with Chiliz back in 2019, and the duo are now targeting new opportunities in Web3.

The move will see the Atlético de Madrid Fan Token integrated with the LaLiga club’s digital ecosystem. The partners state that this will offer Atlético supporters more rewards and access to more opportunities by holding the token.

Alexandre Dreyfus, Founder and CEO of Chiliz and, said: “The integration we have just launched will not only increase the benefits for current Atlético de Madrid Fan Token holders, but will also give hundreds of thousands of Atlético fans worldwide the chance to discover and enjoy the benefits of this digital tool that rewards fans in unprecedented ways.

“This is a significant step in the adoption of Fan Tokens and digital assets by tier-1 sports teams. By becoming the first club to integrate their Fan Tokens into its own native channels, Atletico are leading the way in delivering digital benefits to their fans while inaugurating a new stage in the Fan Token journey — one in which the utility will expand far beyond the app.”

Since Atlético first partnered with Chiliz back in 2019, Socios has become one of the most popular and widely utilised fan tokens across international sports.

The success for these digital fan engagement assets began prior to COVID-19 when blockchain-backed products, such as Non-Fungible Tokens (NFTs), were beginning to surge in popularity.

This increase in interest among both sports businesses and the general public saw Chiliz clinch deals with several prominent clubs and organisations. The firm’s partners include the likes of FC Barcelona, Arsenal and UEFA.

Alejandro Ugarrio, Director of Atleti Lab, the club’s innovation and tech division, said: “We want to continue improving the experience of our fans worldwide and this new integration with is perfectly aligned with our strategy. 

“We are very excited because, through our app, fans will now be able to access a very attractive proposition full of different types of benefits for them.”