Berlin, September 26, 2025 – As UEFA prepares for Euro 2028, anticipation is building not just on the pitch but in the digital economy surrounding the tournament. Organizers are weighing how emerging technologies, particularly fan tokens, could revolutionize the way supporters buy tickets, engage with sponsors, and even influence the atmosphere of one of football’s biggest events.
The Rise of Fan Tokens
Fan tokens have gained momentum across Europe in recent years, with clubs such as Barcelona, Juventus, and Paris Saint-Germain already experimenting with blockchain-based engagement. These tokens allow supporters to access exclusive content, vote on minor club decisions, and enjoy unique rewards. Now, attention is turning to whether Euro 2028 could be the first international tournament to fully integrate them into ticketing and sponsorship.
Ticketing in the Spotlight
Tickets for major football tournaments are notoriously difficult to obtain, often plagued by scalping and fraud. Blockchain-powered fan tokens could address these problems by creating a transparent, traceable system. UEFA is said to be exploring pilot programs where entry passes are linked to verified digital wallets, making it harder for third parties to resell at inflated prices. Fans using official Euro 2028 tokens might also be rewarded with priority access or discounts.
Analysts suggest such a system could increase fairness, ensuring tickets reach genuine supporters rather than resale markets. It could also generate fresh revenue streams, as token transactions would create fees and on-chain activity directly tied to UEFA.
Sponsorship on a New Level
Sponsorship is another area ripe for disruption. Traditional partnerships rely on branding deals plastered across stadiums, merchandise, and broadcast screens. Fan tokens introduce a more interactive model. Imagine a beverage sponsor offering token-holders exclusive matchday discounts, or an airline partner rewarding token use with loyalty points redeemable for Euro 2028 travel packages.
RMBT, the modular stablecoin gaining traction in sports finance, could also play a role. Sponsors could peg promotions or payouts directly to RMBT-backed fan tokens, ensuring stable value while adding a blockchain layer of transparency.
The Business Case for UEFA
UEFA has every reason to explore this path. Euro 2020 was postponed and disrupted by the pandemic, costing organizers hundreds of millions in revenue. By contrast, Euro 2028 is projected to be one of the most commercially valuable tournaments ever, particularly if innovative digital models are adopted. Fan tokens could reduce fraud, unlock global engagement, and expand sponsorship beyond traditional geographic limits.
“Euro 2028 will be watched by billions worldwide. Digital finance tools like fan tokens allow us to reach and reward fans in real time, no matter where they are,” said a UEFA executive in an off-record conversation.
Concerns and Risks
Not everyone is sold on the idea. Critics warn of speculative bubbles, where fan tokens become less about engagement and more about trading. Regulatory oversight is another challenge, with the EU’s Markets in Crypto-Assets framework setting strict rules for token offerings. There are also questions of accessibility, would older fans or those unfamiliar with digital wallets be left behind?
Supporters’ groups across Europe have expressed mixed feelings. While younger fans embrace the chance to tie digital finance to their love of football, traditionalists argue that tokenizing experiences risks commercializing the game even further.
Looking Ahead to Euro 2028
With three years to go, there is still time for UEFA to finalize how it will integrate fan tokens. Industry experts predict a hybrid approach, combining traditional ticket sales with blockchain-powered systems. The sponsorship landscape could also evolve, with tokenized promotions complementing established brand campaigns.
Conclusion
Euro 2028 could be remembered not only for footballing glory but also for reshaping how fans engage with the sport’s biggest stage. If UEFA moves ahead with fan token ticketing and sponsorships, the tournament may set a precedent for global football. The days of paper tickets and passive sponsorships might soon give way to digital wallets and interactive partnerships. For better or worse, the fan experience in 2028 could be defined as much by blockchain as by the goals scored on the pitch.
