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While fans around the world are slowly beginning to recapitulate the impressions of a strange football season in which they were not able to support their favorite clubs in stadiums due to the Covid-19 pandemic, one phenomenon that hit the planet in 2017 seems to be just beginning to heat up on the field of, globally, the most popular sport. We are talking about ‘tokenmania’.
From sports betting in bitcoins, through player transfers, to the launch of new cryptocurrencies promoted by some of the world’s most famous footballers and clubs – cryptocurrencies have added confusion to the potentially huge market, where inconsistent regulations and interests of big sponsors and managers are already intertwined with the underworld. For now, no one knows what tokenmania will do but everyone is hoping for a profit.
Startup companies that deal with cryptocurrencies have been hiring celebrities for marketing promotion from the very beginning of this specific industry. For example, in regard to our story, in the year of the World Cup in football, in 2018, they especially focused on football players. The reason is quite obvious – football is played and gladly watched by over four billion people, and the most famous football players attract several million followers on social networks.
James Rodríguez, a popular Colombian footballer who now plays for English Everton, and once for German Bayern and Spanish Real Madrid, is the best indicator of the success of such a strategy. In the first 12 seconds since the launch of its cryptocurrency JR10, created and distributed in cooperation with the Chinese company SelfSell, its online sales reached a value of about half a million US dollars.
Reacting to this news, the editorial board of the British magazine Wir… Read More
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