The Serie A reigning champions have announced a new kit deal with Socios, replacing its deal with Pirelli Tires after almost three decades.
Inter has its first new kit sponsorship in 26 years, announcing they have shifted gears from Pirelli to Chiliz-owned Socios.com, a fan token app. This is the team’s first sponsorship deal of any kind with a blockchain-based company and is worth around $23.5 million annually. Their previous deal with Pirelli was worth just $12.5 million, the club was reportedly looking for their next deal to be closer to $35 million annually.
In the press release, Chief Marketing Officer of Inter, Luca Danovaro, stated that “Our partnership with Chiliz and Socios.com is solidly based on core values that we share: technology, innovation and staying close to our fans.”
Despite not getting the annual deal they were looking for, the partnership couldn’t have come at a better time, with ownership shifting focus away from the club in trying financial times.
Details of the sponsorship
The new sponsorship goes into effect immediately, and the team will be sporting new Socios sponsored club shirts in their next game on July 25 in Florida. The pairing with Socios will allow for the champions to launch an $INTER Fan Token, which will reportedly be promoted on their jerseys this weekend. According to the official release, “$INTER Fan Tokens will create new experiences for Inter Milan supporters across the world, allowing them to become part of a vibrant digital community on Socios.com.”
Much like with other teams, the $INTER Fan Tokens will give fans new and unique avenues to engage with the team and its players. These avenues will include Socios’ party piece, the ability to vote on real-life team activities. Multiple polls are held each season on decisions like what music the team comes out to, which message the team captain wears on his armband, and even the team’s starting 11.
In addition to the voting feature, Inter fans on Socios can access exclusive content or even compete against other fans in games related to the team. The results of these competitions, usually something akin to a trivia contest, are compiled on a leaderboard with a chance to earn physical and digital VIP rewards.
Inter joins dozens of international soccer teams along with teams from the NHL, NBA, NASCAR, and ECB Premier Leagues.