Fan Tokens as A Financial Source and Digital Marketing Tool in Football: An Analysis with The Entropy-Based Waspas Method

Considering that the revenues of five most important leagues in Europe reached 15.6 billion euros 2020-2021 season (Deloitte, 2022), it is clear competition football, whose global economic weight gradually increasing, no longer just limited to sporting field but has expanded include financial and marketing efforts. The concept "token" taken as a tool can display fan-oriented experiential efforts combined context current developments, which will be seen reflection digitization process on football. This study analyzes activities 'fan tokens' belonging thirty-six different football clubs listed coinmarketcap.com crypto asset instant information platform, terms market value, 90-day return, change from highest value (1 Year), number exchanges traded watchlist. (watch list)”, aims analyze by using Entropy determination criterion weights WASPAS methods multi-criteria decision-making process. reach economy extent audience appeals reveal necessity studies carried out relevant field. Therefore, result this study, was prepared with aim contributing literature for practices, fan token efficiency belongs 'Paris Saint-Germain' club, related club followed 'Lazio' 'Santos' clubs; been determined lowest 'Bayer 04 Leverkusen'.