Chiliz Bets on ‘SportFi’ as Fan Tokens Redefine the Economics of Sports

Chiliz wants to turn fan loyalty into an investable asset class. In an interview with TokenPost, Chief Strategy Officer Max Rabinovitch described the company’s effort to build a new “SportFi” ecosystem where fans can participate in club decisions and see digital assets move with team performance.

“Fans are beginning to take part directly in how their clubs are run,” he said. “Chiliz is the bridge to that future.”

Regulatory Green Light in Europe

The company recently became the first in Europe to secure a MiCA (Markets in Crypto-Assets) license, a key step toward operating under the EU’s formal crypto framework. Rabinovitch called the license “proof that our conservative, regulation-first approach was the right one,” adding that it now opens doors to global sports brands that had been waiting for legal clarity.

Fan Tokens as Engagement, Not Speculation

Often seen as speculative, fan tokens are designed by Chiliz as utility assets that grant participation. Holders can vote on club matters, access merchandise, and earn match-day rewards. “The token is an emotional investment,” he said. “It lets supporters influence their teams rather than just trade them.”

From Issuer to IP Owner

Chiliz’s purchase of a stake in esports giant OG signals a shift from token issuer to intellectual-property holder. Rabinovitch said the company is testing “dynamic tokenomics,” linking token value to measurable factors such as player results and team performance—an early experiment in real-world-asset-backed Web3 finance.

Korea on the Radar

Korea and Japan “were among the first markets to understand fan tokens,” he noted. The Socios.com app isn’t officially available there yet, but Chiliz is already in talks with the K-League and national football authorities. “We’ll enter as soon as the rules are clear.”

Building a Circular Fan Economy

Rabinovitch sees tokenization replacing traditional sponsorship with a participatory model. “We’re creating a structure where clubs and fans share value,” he said. “Investing in your team should be as simple as buying a toothbrush—and Korea could be where that future begins.”