In the midst of the sports industry transformation, the model of club ownership is undergoing significant changes. One of the latest innovations is the use of blockchain platforms that allow fans to own shares in sports teams. A leading example is Keeps, a blockchain-based platform launched in 2025. Keeps enables fans to buy fractional shares in clubs and sports assets, creating new opportunities for community engagement and investment.
Keeps is supported by football legend Sir Kenny Dalglish and has received approval from the Financial Conduct Authority (FCA) in the UK and the Securities and Exchange Commission (SEC) in the United States. This model resembles social investment platforms like eToro but is specifically designed for the sports industry. By using blockchain technology, Keeps provides transparency and security in transactions while allowing fans to hold a stake in their favorite teams.
This innovation benefits not only fans but also the sports clubs themselves. By involving fans in ownership, clubs can increase loyalty and foster a stronger community. Additionally, this model opens new funding opportunities that can be used for team development and infrastructure improvements.
Although still in its early stages, platforms like Keeps show significant potential in reshaping the landscape of sports club ownership. As technology continues to evolve and fan interest grows, the future of club ownership through blockchain platforms appears promising.
