DURBAN, SOUTH AFRICA - OCTOBER 09: General views during the Super Rugby Unlocked match between Cell C Sharks and Emirates Lions at Jonsson Kings Park on October 09, 2020 in Durban, South Africa. (Photo by Steve Haag/Gallo Images)
Sharks sign deal with blockchain’s

According to, the deal is one of two rugby deals signed by the blockchain provider recently, with French Top 14 club Stade Francais the other.

The Sharks have completed a deal with blockchain provider, with the agreement the latest step in the brand’s expansion into rugby, just a few weeks after the conclusion of deals with UK-based Leicester Tigers, Harlequins and Saracens.

The Sharks contract is a first for in the African market and includes the issuance of new fan tokens accessible via’s fan engagement and rewards platform. The brand said that it would work with the Sharks, liaising with fans and fan token holders, to find “new ways to reward and engage fans”.

“Our support base has a global footprint, and we look forward to working with the team to give our fans greater insight into the team environment and make them feel part of their favourite team,” said Eduard Coetzee, Chief Executive of The Sharks.

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This news came just days after acquired 24.5% of Barça Studios, the audiovisual content arm of FC Barcelona, for $102m.

In an interview with SportBusiness in June, James Newman, the new Global Director of Corporate Affairs for parent company Chiliz and, explained how the company was trying to move away from the controversial cryptocurrency trading rationale for its fan tokens to focus on their ‘utility’ for fans in terms of engagement opportunities.

“We’re investing a lot in the product to provide entertainment and games within the platform, as well as other ways for the community to engage with each other,” he said.

Sport Industry Group
Sport Industry Group

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