The Paris Saint-Germain soccer star Lionel Messi has signed a partnership deal with Sorare, the French non-fungible token fantasy game, to become an investor and brand ambassador for the in-game digital assets.

In a November 9 press release, the Paris Saint-Germain forward confirmed his successful partnership with Sorare. The fantasy gaming platform anticipates using the new partnership to enable users to trade digital playing cards and manage five teams in its fantasy soccer tournament.

Lionel Messi Becomes The Sorare Brand Ambassador

Under the new partnership, the Argentinean soccer star, who plays as a forward striker in the French League 1 team, will help Sorare fantasy game set new standards for how fans interact with clubs and players.

In an interview with CNBC, Nicolas Julius, the co-founder of Sorare, confirmed that Messi will take an equal stake in Sorare. During the interview, the top executive assured them they’d collaborate to create new content and fan experiences. He added:

“We believe Messi will help us set new standards in how we do this, and we look forward to sharing what new content and fan experiences we’ve been collaborating on soon.”

Sorare Fantasy Game Overview

Sorare allows users to trade tokenized playing cards. These cards are virtual items that store a record of ownership. Sorare creates “digital scarcity” for each card to regulate its supply.

The French-based startup, which has more than $4.3 billion in valuation, has a fan base of more than 2 million across over 185 countries. Sorare has partnerships with more than 300 teams and leagues in Spain and Germany. While commenting about the partnership, Messi remarked:

“Fans have always looked for ways to express their passion and get closer to the players and teams that they love and Sorare’s combination of a fantasy game with digital collectibles gives fans new ways to do that, wherever they are in the world.”

It’s worth noting that Messi inked a similar partnership with NFT fantasy game last year even to receive his salary in $PSG tokens. However, a spokesman has told CNBC that they don’t consider Sorare a direct competitor.

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