At first glance, sports and cryptocurrencies seem like two completely different universes. However, in recent years, their paths have crossed in surprising ways. For example, athletes invest in Bitcoin, football clubs issue fan tokens, and blockchain technologies transform everything from betting to team management.
Athletes and crypto: Who’s public about their investments?
Many famous athletes are vocal about their involvement in digital assets. Here are some of the most notable names:
1. Tom Brady (NFL) — The Crypto Quarterback
Legendary quarterback Tom Brady is one of the most famous crypto enthusiasts in sports.
- In 2021, he converted part of his salary into Bitcoin using Strike.
- He co-founded the NFT platform Autograph, which creates digital collectables featuring sports icons such as Wayne Gretzky and Tiger Woods.
- Brady also promoted FTX (before its collapse) and held equity in the company.
- Although Brady did not launch a personal token, he actively promoted Solana (used by Autograph) and considered working with Chiliz. Solana price has seen significant volatility, reflecting its growing role in the NFT and DeFi space.
2. Lionel Messi (PSG, Inter Miami) — Fan Token Pioneer
Messi’s involvement with crypto goes beyond sponsorships.
- When signing with PSG, part of his compensation was paid in crypto.
- He became an ambassador for the Bitget exchange.
- In 2022, PSG paid him bonuses in PSG fan tokens (powered by Chiliz).
- PSG tokens let fans vote on club decisions (like jersey designs) and unlock access to exclusive merch and events.
- In 2021, the token price soared by 500% after Messi joined the team.
3. Serena Williams (Tennis) — Investor and Crypto Enthusiast
Serena isn’t just holding cryptocurrencies — she’s investing in the future.
- Through Serena Ventures, she invested in Coinbase pre-IPO and supported NFT platform Sorare (blockchain fantasy football).
- While she hasn’t launched her own token, she actively promotes Chiliz, as fan tokens in tennis may be next.
4. Floyd Mayweather (Boxing) — The Crypto Hype Machine
- Mayweather is a master of promotion, and crypto is no exception.
- He endorsed Ethereum Max (EMAX), which later faced fraud allegations.
- He accepted fight payments in Bitcoin and stablecoins.
- He held NFT auctions featuring iconic moments of his career.
- Although Mayweather doesn’t have a personal token, his name has appeared on meme coins like Floyd Mayweather Inu.
5. Russell Okung (NFL) — The First “Bitcoin Athlete”
Okung is one of the first athletes to go all-in on Bitcoin.
- In 2021, he successfully converted part of his Carolina Panthers salary into Bitcoin.
- He founded a Bitcoin educational platform for athletes.
- He’s a vocal BTC maximalist, rejecting altcoins and fan tokens.
- His influence helped spark broader blockchain interest in the NFL.
Top 5 fan tokens in sports
1. CHZ (Chiliz) — The Fan Token Powerhouse
- Used by more than 50 sports organisations, including PSG, Juventus, FC Barcelona, and the UFC.
- Enables fan voting on club decisions (like kit designs or locker room mottos).
- Grants access to exclusive tickets and merch.
2. PSG (Paris Saint-Germain Fan Token)
- The most popular fan token.
- Skyrocketed 1000% in 2021 after signing Messi.
- Unlocks access to VIP events and fan engagement opportunities.
3. JUV (Juventus Fan Token)
- One of the first in this space.
- Token holders can vote on things like matchday music or jersey designs.
- In 2023, Juventus began selling match tickets in JUV.
4. SANTOS (Santos FC Fan Token)
- From the legendary Brazilian club where Pelé played.
- Offers discounts on tickets and access to exclusive content.
- Popular with crypto-savvy Latin American fans.
5. UFC (UFC Fan Token)
- Still emerging but full of potential.
- Gives fans the chance to vote on bonus fights.
- Not yet as popular as football tokens, but gaining traction.
How is blockchain changing sports betting and management?
Traditional bookmakers often struggle with trust and transparency — but blockchain is changing the game.
- Platforms like Decentral Games and BetProtocol let users place bets without intermediaries, using smart contracts for automatic payouts.
- NBA Top Shot sells iconic moments from games as NFTs allowing fans to own a piece of history while athletes earn royalties on secondary sales.
- Although the NFT hype has died down, die-hard fans are still ready to buy them for high prices.
Some clubs, such as WAGMI United, are even experimenting with decentralized governance, letting fans vote on transfers and strategy through tokens.
Crypto and blockchain are already making waves in the sports world — but this is just the beginning. Expect to see more tokenized assets, fan-led decision-making through DAOs, and new monetization models for athletes. The key will be building this ecosystem responsibly — with the fans in mind.
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