Tens of millions of James’s fans around the world now have a chance to own their idol’s personal items by using JR10 tokens. The expanding consumption scenarios of the token has produced qualitative changes in the relationship between James and his fans. Those who hold JR10 token will get exclusive access to participation in the auction of personal items belonging to James Rodriguez. The items include a range of valuable belongings, varying from his autographed jerseys to match-worn boots, signed shirts and many other unique rewards, all related to him.