One of the most illustrious sporting competitions on the planet has just made a massive move into crypto. Indeed, digital asset exchange Crypto.com has officially signed a multi-year partnership with the UEFA Champions League. It has officially become the first cryptocurrency platform to sign an exclusive partnership.
The platform will now become a global sponsor to what is one of the world’s most popular football leagues. It is also one of the world’s most successful. Last year, the competition generated more than 3.3 billion euros, and has increased every year since 2020, according to Statista.
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Crypto.com Signs Massive Multi-Year UEFA Partnerships
The relationship between digital assets and football has grown in recent years. There has been an influx of sports teams getting in on the crypto space. Despite setbacks in certain sponsorships, that cooperation looks to be continuing to expand in the coming years.
Crypto.com has now become the UEFA Champions League official crypto sponsor in a massive deal. Indeed, the chief market officer of the platform, Steven KAlifowitz noted that the deal is a massive one for the digital asset firm.
“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,” he said in a statement.
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“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,” he added. The popularity of the Champions League should only increase those figures.
Moreover, it is another sign of mainstream crypto adoption. These kinds of integrations can expand the exposure individuals have with the asset class. Therefore, it can only increase access and acquisitions of these crypto tokens. Growing the sector as a whole.