Ukrainian Premier League football club Dynamo Kyiv has entered into a partnership with blockchain company Moonwalk to provide fans with a new reward and payment system powered by a team-branded digital token.

Dynamo Kyiv will work with Moonwalk to drive increased revenue and accelerate fan participation as clubs seek new ways to engage with supporters in the absence of crowds.

Fans will be able to earn digital tokens based on their participation with the team and ‘social actions’ they take. Fans can then spend these tokens in the club’s stadium and digital marketplace, with the digital ecosystem to also be interconnected with an integrated mobile payment infrastructure.

Ways in which fans can earn their tokens will include playing predictive games or engaging on social media platforms. Fans will then be able to spend the tokens on opportunities to access merchandise drops or join VIP events, purchase discounted goods throughout the stadium or pay for digital collectibles only available for holders of the digital tokens on the club’s marketplace.

Moonwalk will also integrate Dynamo Kyiv’s existing sponsors and partners into the new ecosystem to help them improve activation programmes and drive more fan engagement while creating new opportunities to grow the club’s existing sponsor/partner base.

In addition, Moonwalk will provide robust data and analytics on fan spending and behaviours so Dynamo Kyiv can offer more personalised experiences for supporters. The company also plans on offering additional services to the club such as predictive gaming.

Dynamo Kyiv owner Ihor Surkis said: “Moonwalk is helping Dynamo Kyiv change the game for sports teams in the way we interact with, socialise and monetise our communities.

“The ability for Moonwalk to provide a digital experience for our fans that is woven into the fabric of our own digital platforms also ensures that we can easily onboard more fans. We’re thrilled at the opportunity to offer our fans these tremendous benefits that create increased engagement in our games while also improving how we monetise these experiences throughout the year.”

Greg Consiglio, co-founder and chief strategy officer of Moonwalk, added: “The intention of our partnership with Dynamo Kyiv is to create the blueprint for how premiere brands can create social economies that capitalise on the vast benefits of blockchain and digital tokens to better engage, reward and monetise their communities, partners, and sponsors.

“With access to unique rewards, incentives, mobile payments, and integration with digital collectible markets and predictive games, fan communities can participate in and help shape the future of their favourite brands. Dynamo Kyiv has proven to be a leader in reimagining how technology can enhance their fan community and we’re excited to embark on this journey with them.”

Dynamo Kyiv fans outside of the US will be able to purchase the team-branded digital tokens in early 2021.

Moonwalk is based in New York and London. The company works with a range of brands across sport, music, media and commerce.

Image: Валерий Дед/CC BY 3.0/Edited for size