The world of football continues to seek out new revenue models amid the coronavirus pandemic that has halted league games in multiple countries and forged new partnerships to find answers.

The Turkish Club Union represents football clubs that play in the Süper Lig, Turkey’s most important football league.

“Few countries in the world match the unique passion Turkish people have for football,” Alex Dreyfus, CEO of Socios and Chiliz, told Cointelegraph:

“This partnership will benefit the entire Turkish football ecosystem at a critical time for the industry when it is important for sports real estate to shift the role of fans from passive to active.”

Socios has introduced fan tokens for six Turkish teams that play in different leagues. Together with over 40 global sports organizations, Alanyaspor, Bursaspor, Galatasaray, Göztepe, İstanbul Başakşehir and Trabzonspor from Turkey use fan tokens and Socios’ voting and reward app to attract and monetize their fans.

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The new partnership turns the sports-focused blockchain company into a fan acquisition partner for the Alliance of Clubs. The associations will help the association apply new technologies to Turkish professional clubs to improve fan engagement, create new revenue models and increase financial sustainability.

As part of the deal, the Union of Clubs and Socios.com will jointly host a series of seminars and lectures to engage key industry players in the discussion of new trends that most affect the football business, the press release said.

Ticket sales and streaming offers make up a large part of the football industry’s revenue. Since most leagues suspend games for a certain period of time or do not have enough spectators during the pandemic, clubs need new business models. Clubs see fan tokens as a strategic step to strengthen their digital presence and to reach fans more closely.