Crypto.com has announced a significant multi-year global sponsorship with the UEFA Champions League, marking its latest venture into the world of sports.
The popular European soccer competition will feature Crypto.com's branding through in-stadium activations, broadcast integrations, and various advertising campaigns designed to enhance fan engagement.
Strategic Partnership for Global Reach
The partnership with the UEFA Champions League, one of the world's most prestigious soccer tournaments, represents a major milestone for Crypto.com.
The exchange's Chief Marketing Officer, Steven Kalifowitz, emphasised that this deal is a crucial step in connecting with consumers on a global scale, leveraging the league's vast popularity.
High-Profile Teams and Global Exposure
The UEFA Champions League includes elite soccer clubs such as Manchester United, Paris Saint-Germain, Real Madrid, and Juventus.
Crypto.com has been designated as the league's first "global crypto platform partner," a title that reflects the growing intersection between the worlds of sports and cryptocurrency.
The Crypto.com branding will be prominently displayed during the UEFA Super Cup.
Undisclosed Deal Details
While the specifics of the sponsorship deal, including its valuation and duration, remain undisclosed, the partnership underscores Crypto.com's commitment to increasing its presence in the sports world.
The exchange has previously secured a 20-year, $200 million naming rights deal for the Los Angeles Lakers’ home stadium, and it also sponsors UFC, Formula 1, and other major sports leagues.
Renewed Interest in Crypto-Sports Alliances
Crypto.com’s partnership with the UEFA Champions League comes amid a resurgence in crypto-sports sponsorships in 2024, following a slowdown after the collapse of FTX in late 2022.
Other recent deals include Kraken's sponsorship of Tottenham Hotspur and Bitpanda’s partnership with AC Milan, indicating a renewed interest from crypto firms in the sports arena.
Xu Lin
