Last June, FCB announced the launch of its Official Discord Server becoming one of the firsts professional sports club to launch one. Next Thursday they will be live-streaming the first soccer women's game on the platform.
The Club decided to experience new web3 monetization streams a while ago when they auctioned their first NFT last summer featuring Johan Cruyff's flying goal.
Discord is probably one of the best platforms to manage community engagement with all the configuration parameters it has. You can onboard with bots, offer direct support messaging, host presentations, and meetings, and stream an event as the club will be doing on Thursday. It is definitely a superior tool compared with traditional web2 social media platforms.
On top of promoting the rest of the "traditional" revenue streams, communities can start offering token-gated content using solutions such as Colab.land, guild.xyz and selling memberships with Unlock Protocol.
The club could also launch and offer its own ERC20 token to those users engaging with the different actions on the server offering them a way to unlock future promotions.
I clearly see the path for a new way for any sports club to create and manage their community relationship worldwide.