Three top Rugby Union clubs to launch Socios.com Fan Tokens

Chiliz says latest partnerships mark ‘its latest expansion into a new sport’

Rugby ball                                 
Top-flight UK rugby clubs Leicester Tigers, Saracens and Harlequins have all partnered with Chiliz – Photo: Getty Images
                                

Three leading Premiership Rugby Union clubs, the Leicester Tigers, the Saracens and the Harlequins, have all partnered with Chiliz, the global blockchain provider for the sports industry, and will unveil new Fan Tokens on the engagement and reward app Socios.com.

Chiliz said the partnerships mark “its latest expansion into a new sport”. Socios.com Fan Tokens are designed “to allow clubs to reward fans for engaging and supporting their team”.

The rewards offered by each teams Fan Token is slightly different. The Saracens’ Fan Token will give supporters the chance to vote on the name of the new West Stand at Saracens’ StoneX Stadium, as well as win tours of the training ground.  

The Leicester Tigers’ Fan Token holders will be able to “spend a day with the Premiership Trophy, be it to take to the office on the daily commute, to your sports club or even the local [pub]”.

Harlequins’ Fan Token holders will have the chance of receiving dressing room tours and attend a training session with the squad conducted by first team coaches.   

However, all three Fan Tokens will offer supporters of England’s top division of rugby “new opportunities for engagement through polls, enhanced access to their club and its players, and a community where they can build networks with other fans”.

Free fan token for season ticket holders

A free Fan Token will be given to season ticket members from each rugby club. Fan Tokens will be made available through a fixed initial fan token offering (FTO) price of £2 at the end of August.

According to Chiliz, both Socios.com and the rugby clubs will continually liaise with fans and Fan Token holders to ensure clubs provide fans with new ways to reward and engage with them. More than 1.5 million people from 167 different countries have downloaded the Socios.com app.

‘The key is using technology to benefit fans’

Mark Davies, head of business development at Leicester Tigers, said: “Technology is rapidly changing how sports fans want to interact with their clubs. The key is working with fans to ensure it’s used in a way that benefits them, and that’s why we’re hugely excited about Fan Tokens. We believe that by doing so we are able to offer supporters meaningful connections on a regular basis in a world that is becoming more and more prominent in today’s society.”

Steve Morton, chief commercial officer of Harlequins, said: “We’re always looking for ways to offer more to our supporters and these new Fan Tokens will play an important role in engaging a growing global supporter base. We’re committed to working closely with Socios.com to bring supporters, no matter where in the world they live, closer to the game via rewards and experiences, in conjunction with our existing member loyalty programme, as well as speaking to our supporters directly to continue building an offer that brings them closer to the club.”

Lucy Wray, CEO of Saracens, added: “We pride ourselves on the loyalty of our fans. They are the backbone of the Sarries’ family. We’re excited about working with Socios.com, which works with some of the biggest global sports brands, to offer them something new and different to add to their experience, and more importantly giving them a further way of getting closer to the club.”

Alexandre Dreyfus, CEO of Chiliz and Socios.com, said: “Launching in a new sport is always a big moment for Socios.com and the growth of the platform. The wider rugby community comprises some of the most passionate sports fans around. It has long been an ambition to launch in this area and between Leicester, Harlequins and Saracens, we are partnering with three of the best-known and best-supported rugby union sides. We are looking forward to working with these teams to offer a differentiating way of engaging with their fans.”

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