Such features are discussed from a public health perspective, comparing what they mean in gambling contexts and how potentially harmful they could be for fan token holders.įan tokens in sport are “a form of cryptocurrency that gives holders access to a variety of fan-related membership perks like voting on club decisions, rewards, merchandise designs and unique experiences” (Dwyer, 2022, p. Drawing on literature from situational and structural characteristics of gambling, we analyse the gambling-like features that fan tokens include in their product design. Here, we explore fan tokens through a case study from a football (soccer) club (i.e., an F.C. Also, they can be traded in exchange platforms, which arguably transform them into collectibles, whose value can vary over time. They are largely gamified digital items that intend to keep fans within the providers’ app. However, fan tokens also raise some concerns. Since 2020, many elite sport teams have issued fan tokens, allegedly as a way to engage with fans and hear their voice. Fan tokens are a form of cryptocurrency that allow owners to participate in various fan-related experiences such as voting on the music to be played during half-time breaks in sporting events.
