Cryptocurrency exchange platform FTX has linked with global sports, music and marketing agency Wasserman to bolster its global activations. 

As part of the collaboration, Wasserman will now supply FTX with a suite of global services including creative activation across all its major property relationships, talent activation – maximising its roster of athletes, celebrities and influencers, partnership management and partnership performance.

Lou Frangella, FTX VP of Partnerships, said on the deal: “As we sought to identify a partner for this business, it became clear that no agency is more equipped to deliver for FTX than Wasserman.

“The credibility, process and wealth of experience across sports, music and entertainment that the team at Wasserman brings will directly benefit our ability to activate partnerships around the world, and we are excited for all that we can accomplish together as our company continues to grow and build the future of our technology, products and services.”

It comes as digital currency partnerships continue to grow within the sports and music sector, as an increasing number of firms link with influencers and athletes. 

Initially, the link will see Wasserman working with FTX partnerships including Mercedes-AMG Petronas F1 Team, and the International Cricket Council (ICC).

Elizabeth Lindsey, Wasserman President, Brands & Properties, added: “We are honoured to be on board with FTX and look forward to supporting the organization as it continues on its unparalleled path of growth. There are natural synergies between Wasserman and FTX – we are both led by a dedication to our clients and an unrelenting pursuit of innovation.”