A groundbreaking shift in sports business models has emerged with Keeps, a blockchain-based platform launching in 2025 that enables fans to acquire fractional equity stakes in sports teams and assets. Backed by Liverpool legend Sir Kenny Dalglish and positioned as the “eToro of sports ownership,” Keeps has received approvals from both the UK’s Financial Conduct Authority and the U.S. SEC. This platform offers diverse investment formats—such as income-sharing, sale-and-leaseback deals, and digital collectibles—promising fans and investors a regulated, accessible way to invest in sports.
Beyond ownership, Keeps introduces a richer, fan-centric experience by offering digital tokens, virtual gear, and rewards, effectively blending investment opportunities with engagement tools. This model shifts fans from passive spectators to stakeholders with a tangible economic connection to their favorite teams. Adds to that, new revenue streams provided by this platform could transform how teams finance operations, engage supporters, and structure future sponsorships.
As Keeps develops, it may redefine sports finance by merging traditional sports investments with modern, tech-driven fan engagement. Its fusion of blockchain, regulated access, and digital assets could serve as a template for future platforms marrying fandom with financial participation—offering exciting possibilities for fans, teams, and investors alike.
