After Paris Saint-Germain, Monaco became the second Ligue 1 club to participate in fan tokens, issuing their first $ASM token last January in partnership with Socios.com. An initiative that should allow AS Monaco to consult more with their supporters when making decisions, while strengthening their status as a club at the forefront of innovation. In an interview provided by Ecofoot, Tyson Henley, Commercial Director of AS Monaco, talks about the first projects implemented in the world of fan tokens.
How is the $ASM fan token an additional tool for attracting fans? How does the club intend to revitalize its community of club token holders?
Interaction with our fans is always key to our mindset as a club. We recently partnered with Sorare, and this partnership with Socios.com is another step in this new way to engage our supporters. This allows us to offer them an additional experience by becoming an even bigger part of the club. For them, this is a unique opportunity to forge a lifelong bond with Monaco and an unprecedented innovation in the opportunity offered to them to be involved in their club.
At a very affordable price – 2 euros at the initial stage of the sale called FTO (note: Fan Token Offer) – buyers have access to many benefits: the ability to vote during club consultations or win rewards such as VIP access to home matches or experiences “Money Can’t Buy” during games and quizzes. We want to embody this Fan Token in the best possible way and in the most beautiful way to offer our fans the best experience with multiple activations.
We have already launched 2 consultations and the first one, where we invited our fans to choose a special patch that our players will wear during the SG Paris reception on March 20th, was attended by over 7,000 people. This is about a third of the total number of our Fan Token holders, which is a very good result compared to other clubs with which Socios.com cooperates. During our second consultation, we asked our fans to choose the next historic jersey to be reissued by the club, which once again sparked a surge of enthusiasm in our community.
– AS Monaco 🇲🇨 (@AS_Monaco) February 3, 2022
Because this is a new and growing universe, we move forward with humility. We look at what other clubs, leagues and federations are doing, we listen to our fans on how they want to participate, we test and learn to provide the best possible experience. We will also benefit from the know-how of Socios.com, which is partnered with over a hundred of the world’s leading sports organizations. This is an exciting new adventure. We have all the cards in hand, now it’s up to us!
This partnership also gives us the opportunity to forge innovative collaborations, such as with renowned artist Niron Defives, who designed custom patches for the match against Paris SG and submitted them to fan token holders during our initial consultation.
⏳ … @socios
– AS Monaco 🇲🇨 (@AS_Monaco) January 16, 2022
Aren’t Fan Tokens primarily intended for fans who live far from where their heart club lives? Is this a particularly effective way to reach communities of supporters living abroad?
The peculiarity of Monaco is that most of the club’s fans live outside our territory. We have over 20 million social media followers – 1time Ligue 1 fans are behind Paris SG and the club is in 16th place.th place in Europe – while the city of Monaco has less than 40,000 inhabitants. Therefore, we must find leverage to get closer to them and create commitment by offering them new experiences.
However, fan tokens are a very effective way to achieve this goal. Proof that within the first 48 hours of our FTO, fan tokens were sold in over 120 different countries. However, they also allow us to strengthen the loyalty of our local fans, who are also happy to be able to purchase fan tokens and become more involved in AS Monaco activities. Therefore, we are reaching out to our entire supporter community, local or international, to give them the opportunity to strengthen their commitment to the club.
Has the club planned measures to protect against speculative phenomena? Have you taken any action to promote the sale of tokens to ASM fans?
Our $ASM fan token was designed for our fans. This is why, unlike all other fan token auction systems, we released ours in multiple sessions, with the number of fan tokens available per person during each session. Thus, our supporters had time to purchase their $ASM fan tokens. And they are guaranteed to represent the majority of token holders, guaranteeing them that the democratic game will be respected during the various consultations and that their votes will count even if they own only a few tokens.
We have chosen the method “Sell not the fastest, but the best” to ensure that our fans are truly represented among our fan token holders. This method paid off, as at the end of our FTO, over 22,000 people sold fan tokens worth $280,000, making our operation the fifth highest-purchasing FTO of any club that launched their fan tokens with Socios. com. . The club and Socios.com pioneered such a listing system. Therefore, we were pioneers, and this approach was very positive.
How does the club’s commitment to fan tokens indicate the desire of AS Monaco to participate in the field of new technologies and digital innovations?
As a club, we always try to be at the forefront not only in sports but also in new technologies. We are the only Ligue 1 club with Paris SG to launch our Fan Token. We have been pioneers in the creation of our Esport section. Finally, with 20 million followers worldwide on our social networks, we have 16th the largest digital audience in Europe; therefore, it is important to reach out to this large community through innovative themes. It is in AS Monaco’s DNA to be present in all topics related to new technologies with great potential.
🏟️ The long neglected topic of fan experience is being taken more and more seriously by several top Ligue 1 clubs ⚽️.
👉 What are the goals and objectives?
— Ecofoot.fr (@Ecofoot) November 16, 2021