What i don't understand is why it needed a blockchain and a token?
It didn't. It's just marketing, using cool new words, etc. There's a slight advantage ( for the clubs) that it isn't geographically restricted as traditional fan engagement/investment/voting are ( e.g. the german system), and you can have fans from all around the world chip in with money, and doesn't actually represent anything ( being a socio in a fan owned club means you're art of the owners, having a fan token means nothing other than the club making money off you and giving you trinkets and asking your opinion on matters they choose).