Football Association of Argentina (AFA) has rebranded the nation's premier football competition through an expanded partnership with Fan Tokens and Chiliz, platform for interaction with Socios.com fans.
In accordance with the terms of the agreement Primera Division - the first association football league created outside the United Kingdom in 1891 - to be renamed Torneo Socios.com in the 2021/22 season.
The AFA-organized competition will resume on July 16 under a new name as the defending champions Boca Juniors go to Santa Fe to meet club Atlético Union.
The new agreement builds on a partnership between AFA and Chilis announced in May, making the Argentina men's soccer team the first national team in the world to launch a Fan Token on Socios.com. June 11 newly minted America's Cup champions officially launched their fan badge.
AFA President Claudio Tapia stated: “We are very excited to start this journey with Socios.com. This is a very important agreement as the Argentinean league, in partnership with a commercial brand, has renamed the tournament for the first time.
“We have been Socios.com partners with Argentina for some time now. This new agreement will strengthen our relationship and will have a very positive impact on both sides. Argentine football must continue to grow, increasing its audience and global visibility.
“To achieve such growth, it is important that we partner with the world's leading brands, ready to work shoulder to shoulder with AFA in the same direction. We warmly welcome Socios.com to the Argentine League."
The direct-to-consumer platform, which uses blockchain technology to monetize sports organizations' global fan bases, has generated more than $150 million in revenue that will be shared with Socios.com partners in 2021 alone.
Partners are European football giants FC Barcelona, Paris Saint-Germain, Juventus, Milan , Atletico Madrid , Manchester city, Valencia. and the Portuguese national team, as well Ultimate Fighting Championship (UFC) and a number of teams from Formula 1 , esports and cricket.
The company is also expanding its presence in the US market: the first major franchises to join it were the giants National Hockey League (NHL) and National Basketball Association (NBA) from New Jersey Devils Philadelphia 76ers and the Boston Celtics.
Moreover, C. A. Independente is the only domestic club from Argentina currently affiliated with Socios.com, while SC Corinthians and Atlético Mineiro from Brazil Campeonato Serie A and University of Chile from Chile Primera Division are other South American teams that have partnered with Socios.com.
"Today's announcement is an important statement of our intention to make Socios.com the global brand for digital fan engagement, increasing our visibility in Argentina and Latin America exponentially," added Alexander Dreyfus, CEO of Chiliz and Socios.com.
“There will be great pride as the first ever Torneo Socios.com league season kicks off tomorrow night. We look forward to building on this important milestone, bringing in more partners in Argentina and Latin America, and continuing our mission to lead a new era of global fan engagement.”
Argentina's Primera División, transformed as Torneo Socios.com, first appeared on GamblingTV.com.