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Crypto.com, a leading financial services platform known for facilitating the buying and selling of digital assets, has been announced as the official partner of the UEFA Champions League, one of the world’s most prestigious football tournaments.
On Wednesday, the Crypto.com’s CEO Kris Marszalek shared that it will be the first and exclusive global crypto-native firm to secure this partnership with the European football league for the upcoming 2024-27 commercial cycle.
This deal marks a significant milestone for Crypto.com, coming two years after the company reportedly withdrew from a $495 million sponsorship agreement in September 2022. The earlier deal was abandoned due to regulatory challenges in certain jurisdictions such as the United Kingdom, France, and Italy. At the time, Crypto.com was on the verge of losing its operational licenses in these countries, which made it financially untenable to proceed with the sponsorship. The original agreement would have positioned the company’s brand within the UEFA Champions League for five seasons at a cost of approximately $100 million per season, ending in 2027.
However, despite the setbacks, the exchange has successfully secured a new deal with the European league. While the exact financial details of the agreement have not been disclosed, the deal grants Crypto.com sponsorship rights for several key events. According to the official press release, the company will debut its official sponsorship at this year’s UEFA Super Cup. The match will see Champions League winners Real Madrid face off against Europa League champions Atalanta, taking place today in Warsaw, Poland.
Additionally, the agreement extends to the UEFA Youth League and the UEFA Futsal Champions League.
Expanding Global Reach
During the UEFA Super Cup match, Crypto.com is expected to leverage the platform to promote its wide range of services, including its Web3 wallet, exchange, and payment solutions, to millions of football fans worldwide.
The UEFA Champions League is renowned for its vast global viewership, offering Crypto.com an unparalleled opportunity to increase its brand visibility.
Moving forward, the company’s branding will be prominently displayed during matches, broadcasts, and digital platforms associated with the league. The exchange is also expected to roll out exclusive promotions and deals to football fans, encouraging them to explore the world of digital currencies.
The exchange has credited its strategic partnerships with sports organizations for its substantial growth, now boasting over 100 million users globally.
Crypto.com and Its Sports Partnerships
Over the years, the firm has steadily expanded its presence in the sports arena, securing numerous high-profile partnerships and sponsorship deals with football clubs such as Paris Saint-Germain (PSG) and, more recently, Angel City Football Club (ACFC).
In 2022, Crypto.com was named the official partner of FIFA for the World Cup tournament held in Qatar.
Prior to that, the company became the global partner of the Formula 1 motor racing series in 2021. That same year, Crypto.com secured a multi-year sponsorship deal with the Miami Grand Prix.
