The Democratic Future of Sports Marketing: Blockchain-Based Fan Tokens Enter the Game
By Dr. Aman Saggu

What is a Fan Token?

Leading sports clubs (such as FC Barcelona), franchises (like Formula 1), and car manufacturers (Aston Martin) have launched fan tokens on blockchains. These tokens grant owners voting rights, rewards, and access to exclusive activities, and are tradable like cryptocurrencies. CoinGecko now features 62 fan tokens, with the count increasing as more organizations recognize their potential to enhance fan engagement.

From Stocks to Blockchain-Fan Tokens: Democracy in Action

Fan tokens are revolutionizing sports by democratizing team governance and deepening club-fan connections. This blockchain innovation empowers fans with a vote on matters ranging from stadium music to jersey designs, offering real decision-making power. Traditional sports investments like stocks focus on returns and profits, however, fan tokens focus on encouraging fan participation and engagement, marking a new era in the sports community.

Unlocking Fan Power

A study on 3,576 fan token polls revealed an impressive average engagement of 4,003 participants per poll—half of all token holders. This shows fan tokens are not just hype; they are a game-changer in democratizing decision-making and elevating community spirit in sports, giving fans real influence over club decisions.

Engagement Highlights: Exploring Fan Engagement Trends

• Top Fans: Tennis and mixed martial arts fans are most engaged by fan token polls.
• Worldwide Enthusiasm: Poland and Mexico lead in fan participation, with the Socios United Token drawing global interest in fan token polls.
• Club Connection: SE Palmeiras, Levante U.D., and Atlas FC fans display exceptional engagement with fan token polls, highlighting strong club-supporter bonds.

Boosting Engagement: Essential Strategies

• Relevant Content: Topics such as “new design” and “best plays” significantly increase fan interaction, underscoring the value of engaging themes.
• Voting Caps: Limiting tokens per vote boosts participation, demonstrating that restrictions encourage more involvement. This makes sure people with a lot of tokens do not have more voting power than those with fewer tokens.
• Keep It Simple: Too many choices can overwhelm voters, suggesting that straightforward options are key to sustaining engagement.

Engagement Dynamics: Navigating Fan Preferences

• Agreement Drives Participation: Polls showing less disagreement, see higher turnout, whereas polarized opinions can reduce turnout.
• Focused Themes Attract: eSports and football content particularly engage fans, highlighting the importance of relevant topics.
• Voting Dynamics: Allowing more tokens per vote tends to increase disagreements, illustrating the impact of voting power on engagement.
• Consensus Topics: Discussions around eSports and motorsports often bring fans together, indicating that specific subjects foster unity.

The research reveals that poll content, ranging from strategic club choices to cultural symbols, greatly affects fan engagement, igniting a passion to shape the team’s identity and heritage. The design of the poll, the relevance of the topic, and the nature of the tokens also play crucial roles in driving participation. Fans are more engaged when they see tokens not just as financial assets, but as gateways to exclusive experiences and a means to exert influence in their beloved clubs.

Overcoming Superficial Engagement

Research points out a critical challenge: fans often face limited, non-strategic decision-making roles. For fan tokens to truly serve as tools of engagement, the recommendation is to deepen fan involvement in significant club governance and strategy decisions.

Looking Forward

Fan tokens signal a transformative shift in how sports teams interact with their fans, paving the way for a future where engagement goes beyond mere spectating. As this innovation matures, it offers the potential to turn fans into active contributors, revolutionizing sports fandom for the future.

Reference: Ante, L., Saggu, A., Schellinger, B. et al. Voting participation and engagement in blockchain-based fan tokens. Electron Markets 34, 26 (2024). https://doi.org/10.1007/s12525-024-00709-z

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About the Author
Dr. Aman Saggu is a Lecturer in Cryptoeconomics and Banking at the Business Administration Division of MUIC. He can be reached at aman.sag@mahidol.edu