Teams explore launching their own gambling-linked assets.
A New Twist on Tokens
Fan tokens have already transformed how clubs engage supporters. Now some teams are going further: developing club-branded betting tokens that allow fans to wager exclusively within a team’s own ecosystem.
How It Works
Instead of using generic crypto or fiat, fans purchase the club’s betting token. They then use it for wagers tied to matches, player stats, or season outcomes. Winnings are paid in the same token, which may also unlock perks like merchandise discounts or access to VIP areas.
The Loyalty Pitch
Clubs market these betting tokens as “loyalty products,” arguing that supporters get more than cash value. By holding the token, fans remain inside the club’s ecosystem, gaining both financial and emotional incentives.
Critics Push Back
Supporters’ groups and watchdogs are wary. “It’s one thing to sell tokens for polls, another to tie gambling directly to loyalty,” one advocacy group warned. Critics argue these products blur ethical lines, turning fandom into a gateway to gambling addiction.
Business Perspective
For clubs, the attraction is obvious: direct control of betting revenue streams, rather than outsourcing to external partners. For blockchain firms, it’s a chance to supply infrastructure while clubs carry the branding.
Final Whistle
Club-branded betting tokens sit on a fine line between innovation and exploitation. Whether they’re seen as fan perks or manipulative gimmicks may depend on how responsibly clubs deploy them.
