Crypto.com has secured a global sponsorship agreement with UEFA to become the Champions League’s first cryptocurrency partner.
The multi-year partnership will see Crypto.com and UEFA collaborate on bringing unique experiences to fans with an aim to drive fan engagement by bringing the worlds of crypto and football together.
As a sponsor and global partner, Crypto.com will receive in-stadium branding activations across all Champions League fixtures from the 2024/25 season onwards. This also includes broadcast integrations and advertising campaigns.
Guy-Laurent Epstein, UEFA Marketing Director, said: “We are thrilled to announce our new partnership with Crypto.com, one of the foremost supporters of some of the biggest sports teams and events in the world.
“This collaboration marks an exciting new chapter for the UEFA Champions League, as we embrace innovative technologies to enhance the experience for our fans and community. Together with Crypto.com, we look forward to exploring new opportunities as we begin a new, exciting chapter of the premiere club football competition.”
This is not the first time the cryptocurrency exchange held an interest in being a sponsor of the Champions League however.
Two years ago, a deal between Crypto.com and UEFA fell through after the former pulled out of the deal due to the varying cryptocurrency regulations across key European markets that made it difficult for the company to activate its branding opportunities.
Now, with the crypto market seemingly recovered from the crash of 2022, crypto companies are resuming sponsorship opportunities in sports, something that Crypto.com is highly active in.
Alongside the UEFA Champions League deal, Crypto.com gained major exposure by obtaining the arena rights for the formerly named Staples Centre, now the Crypto.com Arena, home to the NBA’s Los Angeles Lakers.
Crypto.com was also a sponsored partner of the 2022 FIFA World Cup, and has gained further exposure as a partner of the UFC and Formula One.
Speaking on the UEFA deal, Steven Kalifowitz, Chief Marketing Officer at Crypto.com, said: “This exclusive partnership with one of, if not the most popular leagues in the world, the UEFA Champions League, represents a significant step in our journey of engaging consumers through the most iconic global sporting events.
“We have successfully built the Crypto.com brand and community by producing innovative and groundbreaking moments and events in a way that others have not been able to replicate. Connecting our brand with engaged sports fans around the world has effectively grown our user base to over 100 million in pursuit of our mission of cryptocurrency in every wallet.”
