Team Heretics integrates Chiliz directly onto its platform, transforms engagement and loyalty

Team Heretics transforms engagement and loyalty by integrating Chiliz infrastructure directly onto its platform

• Team Heretics first partnered with Chiliz to launch a $TH Fan Token on Socios.com in May 2020

• The Spanish esports giant is now advancing its Web3 foothold, by launching a Chiliz Chain powered digital asset wallet in its official store and a loyalty programme powered by Chiliz’s Web3 infrastructure

Team Heretics, the renowned esports club, makes a twofold strategic move towards the future of fan engagement: it becomes the first team in its sector to natively integrate a blockchain wallet into its official store, and alongside this, unveils the launch of a new and ambitious loyalty programme. Chiliz, the leading provider of blockchain solutions for the sports and entertainment industry, powers both developments.

The integration of the blockchain wallet into Team Heretics’ e-commerce platform is a major technical advancement, enabling fans to connect their wallets securely and directly, while managing ownership of their $TH Fan Tokens. This functionality is the cornerstone upon which Team Heretics will build innovative and personalised digital and real-world experiences for those supporters who hold this asset.

Building on this technological foundation, Team Heretics is developing an innovative and dynamic loyalty programme. This programme will utilise the club’s Fan Tokens as the primary vehicle to unlock membership tiers, exclusive rewards, early access to products, special discounts, and new ways to participate and interact with the club. The objective is to go beyond traditional utility and create an ecosystem where fan loyalty and commitment are continuously recognised and rewarded within Heretics’ own universe.

“Together with Chiliz, we’ve been working on finding ways to empower our community by exploring the emerging areas of technology. With this new program, in 2025, we’re taking a leap forward in how we connect with and value our community compared to what we’ve done with Chiliz in the past — evolving the experience so that being a token holder truly grants access to exclusive experiences and a say in certain day-to-day decisions at Team Heretics. We want our fans to feel that being active in the community comes with rewards, and with Chiliz, we’ll keep working on that better than ever,” said Alejandro Marcos, CMO of Team Heretics.

What does this mean for the future of sport?

This twofold announcement underscores Chiliz’s and Team Heretics’ vision for the potential of Web3 in sport and entertainment. Having already dived into this type of engagement by letting their community choose elements such as their Superliga name or the design of their official flag with their Fan Tokens, the wallet integration is now the gateway to deeper engagement, while the loyalty programme is the strategy that capitalises on that connection.

“This integration is much more than a new feature; it’s the manifestation of our vision at Chiliz for the future of fan engagement in Web3,” states Alexandre Dreyfus, CEO of Chiliz. “We are demonstrating how blockchain technology enables clubs, like Team Heretics, to build versatile, multidisciplinary, and direct experiences with their communities, using their own channels.”

The Web3 Advantage: Beyond the traditional model

Fundamentally, Chiliz’s Web3 infrastructure provides the necessary flexibility, security, and autonomy for Fan Tokens to act as genuine digital assets, whose utility can be integrated and exploited to their full potential by each club. This takes fan engagement to a new level of personalisation and control, managed directly by the club, helping them to take the reins of their fan experience and build their own ecosystems.

This initiative with Team Heretics is a clear example of hyper-personalisation, adapting Chiliz’s infrastructure to the club’s specific language and objectives. This sets a precedent that, in the near future, other clubs might follow regardless of whether or not they are digital natives.

An autonomous ecosystem for greater loyalty

With these advancements, Team Heretics and Chiliz – as a pioneering company with collaborations with teams of the calibre of FC Barcelona, Paris Saint-Germain, Atlético de Madrid, Manchester City, Juventus, and Inter Milan, among others – propose a model where blockchain technology serves as a catalyst for a closer, more participatory relationship between the club and its fans.

The foundations are being laid for a future where supporters are not mere spectators, but active participants in the life and development of the club, through loyalty programmes that truly understand and reward their passion.