PSG’s Lionel Messi adds NFT company to his growing list of partnerships

Paris Saint-Germain star Lionel Messi continues to plan his post-career playing life as the 35-year-old joins French NFT game Sorare as an investor and brand ambassador.

Messi’s arrival will help the company set new standards for how fans connect with clubs and players. The two parties will also work together to create new content and experiences for fans.

“We believe Messi will help us set new standards in the way we do it, and we look forward to sharing the new content and fan experiences we are collaborating on soon,” Nicolas Julia, CEO and Co-Founder of Sorare , told CNBC.

Sorare allows users to trade digital player cards and manage teams of five in fantasy football tournaments.

Cards are non-fungible tokens, or NFTs, virtual collectibles that maintain a tracked record of ownership on the blockchain. Sorare states that this produces a “numerical rarity” for each card.

Messi is no stranger to the world of digital tokens, as the PSG star has signed a $20 million contract with Socios to become the global brand ambassador for the fan token site in March.

The Argentine will favor the exchange over the next three years as he adds more partnerships to allow him to comfortably parachute into retirement.