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Image: Chiliz x Atlético de Madrid

The augmented collaboration will see Atlético de Madrid integrate the Fan Tokens into its digital ecosystem. 

Blockchain provider for sports and entertainment Chiliz expands its partnership with La Liga side Atlético de Madrid to strengthen the club’s fan token. The renewed partnership aims to welcome more Atlético de Madrid Fan Token holders by offering the fans more capabilities and rewards via a novel integration of the Fan Token with the football club’s digital ecosystem. The integration was made possible through Chiliz’ partnership with LiveLike, an audience engagement platform that transforms online customers into engaged fans through customized, interactive experiences. 

The expanded partnership follows a five-year partnership between Atlético de Madrid and Chiliz, where thousands of fans have joined the Fan Token community. The team statement confirmed that the augmented partnership will increase the benefits available to Fan Token holders and offer fans more rewards than before. In addition, fans can now access opportunities linked to holding Fan Tokens through the club’s official App.

Alejandro Ugarrio, Director of Atleti Lab, showed his excitement at the latest expanded partnership stating: 

“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.”

The Chiliz’ Fan Token Experience Launches in Beta

Following the partnership Fan Token holders will be able to enjoy extensive Fan Token Experience, which launched on Atletico’s website in Beta today. The Fan Token Experience integrates the ecosystem into the Atlético de Madrid platform and adds new features, designed for Atlético de Madrid fans to enjoy.

Some of the Fan Token Experiences on the website include polls and trivia quizzes that will allow token holders to earn points, which can be redeemed for exclusive prizes and rewards. Notwithstanding, participating in these polls and quizzes will offer new fans an opportunity to earn their first Fan Token for free. 

“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,” said Alexandre Dreyfus, Founder and CEO of Chiliz and

A Futuristic Vision For Football Fans & Blockchain

Chiliz has led the way in allowing football fans to have a direct connection with their favourite clubs. Over the past few years, the fan engagement platform has helped set up Fan Tokens for over 70 football clubs across Europe and the world, including Paris Saint-Germain (PSG), Juventus Fan Token (JUV), AC Milan (ACM), Argentine Football Association (ARG), AS Roma (ASR), and FC Barcelona (BAR).

The latest expansion with Atlético de Madrid marks a new frontier on how fans can interact with their clubs using blockchain technology while enhancing the adoption of Web 3 technologies across the world. Chiliz believes the rejuvenated collaboration with the La Liga side will further improve innovation and inaugurate the next stage of Fan Tokens and their capabilities. In future, Chiliz expects the utility of the Fan Tokens to expand beyond the platform, enabling fans to unlock more benefits and rewards across several platforms. 

“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,” Dreyfus concluded. 

Disclaimer: This article is provided for informational purposes only. It is not offered or intended to be used as legal, tax, investment, financial, or other advice.