Valencia CF confident that Socios.com shirt deal and fan token partnership can boost revenues and fan engagement
16 September 2021
In June Valencia CF became the first football club to display its own fan token – $VCF – on the front of its shirt.
Senior figures at the club tell Off The Pitch they believe the value of its deal with Socios.com, which includes a revenue share, “can come close to, if not exceed” the amount paid by its previous shirt sponsor Bwin.
Jorge García, the Valencia marketing director, says the partnership “will give us the chance to capitalise on a fan base that we had virtually no access to.”
In July the club launched one million fan tokens through the Socios.com app. The tokens, which cost €2 each, sold out in just over two hours.
The fan token partnership is among a range of initiatives. The club is also expanding its in-house content, and will open its new VCF MediaLab, which will produce new digital content, in the next few months.
This article is part of a series looking at how European clubs are expanding and engaging with their global fanbases.
This season the team shirt of Valencia CF is catching the eye in LaLiga and across the game as a whole.
Following a deal struck in June the club became the first to display its own fan token – $VCF – on the front of its shirt. The move is part of a new partnership with Socios.com, which has become the club's official fan token partner.
Do you want to read this article?
Get instant access by signing up for a 7-day free trial
No credit card, no commitments and it will expire automatically.
You will receive a link that activates your trial in an email.