European crypto company Bitpanda has secured yet another high-profile sports sponsorship agreement, this time with the ATP Tour.
Bitpanda will become an official partner of the men’s professional tennis organisation in a bid to further boost its visibility to a new demographic of sports fans.
The company will also become an official partner of ATP 500 and ATP 250 tournaments held in Munich, Hamburg, Basel, Halle, Stuttgart, Kitzbühel, Mallorca, and Geneva this year. The partnership will kickstart at the BMW Open in Munich on 15 April.
Eric Demuth, CEO and Co-Founder of Bitpanda, said: “We already partner with a few of the most accomplished tennis stars, such as Alexander Zverev, Dominic Thiem and Stan Wawrinka.
“Now, working together with the ATP to leverage tennis’s global popularity as one of the world’s most widely-followed and respected sports organisations is the next step for Bitpanda. The ATP Tour audience aligns perfectly with our target group, making this partnership a natural fit.
“Even if that doesn’t play a role in deals like this, of course: I’ve been playing tennis since I was seven. Teenage Eric Demuth would probably think what we’re doing here is pretty cool. That’s definitely not a benchmark that matters – but I still find it kind of nice.
“Tennis has a worldwide appeal, attracting millions of fans across the globe. With its broad reach and strong viewership, the ATP Tour offers Bitpanda a unique opportunity to increase brand visibility among an audience that closely aligns with its target group.”
ATP Tour becomes the latest sponsorship agreement inked by Bitpanda over the last year as the crypto company has placed significant focus on utilising sports to grow its brand.
Since last year, Bitpanda has partnered with three of Europe’s largest football clubs, FC Bayern Munich, AC Milan and Paris Saint-Germain. The company has credited its commitment to regulatory compliance as a key driver of trust between Bitpanda and its sports partners.
The company recently received its latest European licence in Austria last week, enabling Bitpanda to offer its services to customers in the country under the guidance of the Markets in Crypto Assets (MiCA) regulation.
While crypto sponsorships in sports may not be new, Bitpanda has become one of the leading companies from the sector to act on the newfound interest from sporting organisations in realising the benefits of partnering with crypto companies.
After several high-profile sponsorship agreements in football, Bitpanda will look to leverage the 59 ATP Tour tournaments across 29 countries to grow its brand and educate potential new investors on crypto.
Daniele Sanó, ATP Chief Business Officer, added: “We’re thrilled to team up with Bitpanda. The digital asset space is becoming more and more relevant, and it’s an area we’ve been actively exploring.
“This partnership builds on Bitpanda’s strong support for tennis – across both players and events – and brings fresh energy and ideas for how we engage with fans.”
