In 2025, the intersection of crypto and sports sponsorships is experiencing a notable resurgence. In just the first two months of the year, 22 new deals were signed, marking a 22% increase compared to the same period in 2024. Major brands like Gate.io, Red Bull Racing, Coinbase, and Aston Martin are at the forefront, harnessing the global appeal of sports to enhance brand visibility and promote mainstream adoption of cryptocurrency.
Korea IT Times recently had a written interview with Andrea Morando, Director of Partnerships at Chiliz. He explored how Web3 and crypto are driving innovation and sustainability within sports partnerships, and how these collaborations are transforming financial strategies for clubs and leagues. Morando also highlighted the shift of crypto sponsorships from mere speculative investments to strategic, value-driven alliances, signaling a new chapter in the evolving landscape of sports and blockchain collaboration.--Ed.
What is your background in the blockchain industry? How did you get started?
I began my career on the business side of football in Italy. My first position was with a small agency, where I handled commercial intellectual property for Olympic athletes. That role provided me with a solid foundation in sales and relationship management. Early on, I built a strong network by establishing important relationships, which helped strengthen my position in the industry. I then worked in Sponsorship Sales and Activations at AS Roma for two years, followed by a role as Marketing Manager for Bologna FC. In 2020, I transitioned into the blockchain and fan engagement space with Socios.com. Socios serves over 2 million users globally and is a key part of the Chiliz Group, closely integrated with Chiliz Chain— the premier sports blockchain hosting more than 70 Fan Tokens from some of the world's largest sports brands, including FC Barcelona, Paris Saint-Germain, and Manchester City. It was a steep learning curve, but incredibly rewarding to adapt and grow in such a fast-moving sector. Today, I focus on developing strategies to maximize fan token partnerships.
How has fan token engagement evolved in response to the growing interest in the broader crypto and blockchain industry?
Since its launch in 2019, Fan Tokens have become a primary means for clubs to engage and reward their supporters, demonstrating their real-world impact. These tokens empower fans to influence club decisions—ranging from choosing matchday music and jersey designs to being included in official team photos or announcing lineups, as seen with clubs like Atlético Madrid, AC Milan, and AS Monaco. As interest in crypto and blockchain continues to grow, so does the need for platforms that deliver meaningful and engaging experiences globally. With 67% of fans expecting future sports consumption to be more interactive, the appetite for blockchain-powered fan experiences is clear.
Our campaigns, such as game-scored ball initiatives that enable fans to win blockchain-authenticated matchballs, have taken both Italy’s Serie A and Korea’s K-League by storm. Additionally, Aston Villa’s 2024/25 digital collectible campaign, which allowed fans to redeem items directly from match programmes, saw over 20,000 redemptions in its first few weeks. Back in 2023, we partnered with Sony Pictures to promote their latest Spider-Man movie, placing the comic hero in front of sports fans worldwide through our Fan Token partners and Socios.com app, which has 2 million users.
Most recently, in Korea, we provided NFT ticketing for the Korea Ladies Professional Golf Association (KLPGA) Tour’s tournament, distributed through Naver Pay’s Chiliz Chain-integrated wallet. Over 50,000 attendees engaged with prizes throughout the event, showcasing how Fan Token utility can expand beyond its origins in the Socios.com app.
In terms of the app, we launched a decentralized version last November— the Socios.com Wallet. This new wallet offers Fan Token holders access to an array of new platforms, services, and experiences, fostering closer connections between fans, developers, and the community. This ecosystem positions us well to capitalize on the ongoing growth within the blockchain industry and to develop innovative Web3 use cases for fans.
Are there any exciting projects your team is working on at the moment?
With such momentum and interest in the space, it’s an exciting time for Chiliz. This year, we’ve seen a robust pipeline of crypto-sports partnerships worldwide, reflecting increasing institutional confidence in blockchain’s role within sports. Our recent developer hackathon in Paris, “Hacking Paris,” held at PSG’s Parc des Princes, aims to establish Chiliz as the go-to blockchain for developers building at the intersection of sport, entertainment, and blockchain. We’ve also hosted a series of virtual mini hackathons in South America and Poland, offering winners flights and accommodation for the main event in Paris from July 11 to 13. It’s a pivotal moment for the industry—and for Chiliz—as we help shape the future of fan engagement grounded in innovation and tangible utility.
With the new U.S. administration taking a more supportive stance on crypto, how do you see this shift impacting the growth of blockchains like Chiliz?
The U.S. regulatory landscape for digital assets is beginning to take shape—a potential game-changer for the industry, especially where sports and entertainment intersect with blockchain technology. This shift creates a more conducive environment for innovation. We’re already seeing American sports organizations leverage this momentum, recognizing blockchain’s potential to unlock new ownership models, participation, and fan engagement opportunities. For Chiliz, this positive regulatory environment is very promising. It reduces friction, making it easier to collaborate with mainstream partners and scale our initiatives.
Having exited the U.S. market in 2024 due to regulatory challenges, Chiliz is now actively exploring opportunities to return. We are particularly eyeing next summer’s North American Football World Cup, as well as rekindling relationships with major US sports leagues and organizations. We are also working alongside regulators and government bodies to better understand the landscape and lay the groundwork for a strategic re-entry.
How do you see the current momentum in the digital assets space shaping the future of fan tokens, particularly in terms of long-term sustainability and real-world impact?
Last year marked a turning point in the industry. The more open stance of the new U.S. administration towards crypto has fueled optimism for broader market access following a period of intense regulation. However, sustained success in this space will depend on delivering tangible results, not just buzz. The industry’s true test lies ahead: digital assets must prove their real-world utility.
Fan Tokens exemplify this shift, seeing growing adoption by clubs and fans alike—redefining engagement with cryptocurrencies. Long-term success will come to those who seamlessly integrate blockchain into daily life, moving beyond hype to create lasting value and meaningful impact. For example, our campaigns, like enabling fans to win blockchain-authenticated matchballs or redeem exclusive merchandise, are practical applications that demonstrate this potential.
The industry’s trajectory is promising. The key to sustainability will be continuous innovation, delivering experiences that resonate, and demonstrating how blockchain can power real-world change for sports fans around the globe.
You can find the Korean version of this article here.
