Socios, the company with World Cup-winner Lionel Messi as its global ambassador, is trying to score with fans by offering them a chance to win balls used to score goals. But you'll have to pay to play. The company announced that fans who own enough tokens purchased through Socios will have the chance to win a “game-used” ball from Wednesday’s upcoming Italian Super Cup between AC Milan and Inter. To be eligible, users have to possess both enough of the requisite number of either teams’ fan token plus Socios tokens. If eligible, fans will then compete in an auction.

Major brands across entertainment and sports are ramping up efforts to engage with fans through digital assets as volumes for famous and artistic non-fungible token (NFTs) collections have dropped dramatically over the last several months. NFTs are viewed as a way to spur engagement by providing incentive for fans to acquire tokens that hold the potential for perks like access to special events, exclusive content or merchandise.