Lionel Messi inked a $20 million deal with Socios.com, and he is now its official brand ambassador. The Argentine football superstar will be promoting the crypto fan token company worldwide.

Reuters noted that the contract with Socios.com made Messi the latest international sports personality to jump into the world of cryptocurrency after NFL’s Tom Brady and NBA’s LeBron James. It was said that the multi-million deal is part of a growing trend of partnerships between soccer and crypto companies.

Socios.com shared that its tie-up with the Paris St. Germain F.C. and Argentina national captain does not include a cryptocurrency payment agreement. He will be working with the football fan app maker for the duration of three years, and he will be involved in all of its publicity and promotional campaigns in the build-up to the Qatar World Cup that is set to begin in November.

This is not Socios.com’s first deal involving FC, as it already signed deals to create crypto fan tokens for more than 130 sports organizations. Some of these are top soccer teams, including Juventus, Barcelona, PSG, and Manchester City.

“Since I played my first professional game the passion of the fans has been a driving force that has helped inspire me to be my very best,” Lionel Messi stated in a press release. “Fans deserve to be recognized for their support. They deserve opportunities to influence the teams they love and Socios.com exists to enhance the fan experience, to enable fans to ‘be more.’”

Messi added that he is truly proud to become part of Socios.com’s mission to establish a more connected and rewarding future for fans in all parts of the world. In any case, fan tokens are a kind of crypto that lets holders have a say by participating in voting for minor decisions concerning their favorite clubs.

“At Socios.com, what we are trying to do is ensure that fans, wherever they are in the world, feel that their support is valued, that it matters, that it is special,” Socios.com’s chief executive officer, Alexandre Dreyfus, said in the release. “We are delighted to announce Lionel Messi as our new Global Brand Ambassador and look forward to building a more inclusive, exciting, and rewarding future for fans across the world together.