It's good Paul is raising this.
It's a massive Ponzi scheme and you have little protection as he product has 0 intrinsic value (unlike FIAT currency).
That being said, my sceptical view is that unnamed people (I.E a certain Russian gentleman) will buy a huge number of these and thus drive commercial revenue up. As it's very hard to trade (the anonymity of cryptos being a big plus) it will be very difficult for football authorities to detect. I mean Crypto currency in general is the perfect laundering tool. Those within the criminal fraternity certainly see it as such.
Of you buy early, you will quite likely see a huge rise.
That being said, I wont be partaking at any point in it. I am also really unsure if the real aim is to get fans to part with 10k as a minimum amount, or whether it's to attract outside investors to help drive revenues.