Leading Singapore-based crypto exchange platform Crypto.com formed a multi-year deal with UEFA as the UEFA Champions League crypto partner.
The crypto exchange announced the development through a press release on Aug. 14. This multi-year agreement positions Crypto.com as the first cryptocurrency platform to partner with UEFA, as well as the only. The sponsorship will cover the commercial cycle from 2024 to 2027.
Details of the UEFA Partnership
The partnership will be officially revealed when the recent Champions League winners Real Madrid meet against the recent Europa League champions Atalanta for the Super Cup final in Poland today. Notably, the partnership also extends to related UEFA events like the Futsal Champions League and the Youth League.
This new deal marks a major milestone for Crypto.com, a company that has steadily grown its presence in the sports world. For context, the final of the Champions League commands an average of 400 million viewers, one of the largest for any sporting match.
The recent disclosure comes two years after Crypto.com pulled out of a previous partnership deal with UEFA, which would have made them the chief sponsor of the Champions League at the time. Reports confirm that the partnership deal amounted to $495 million, but Crypto.com pulled out due to legal issues.
The latest collaboration will increase Crypto.com’s visibility among these millions of football fans who follow the UEFA Champions League. With this deal, the company continues to bridge the gap between sports and cryptocurrency, aiming to promote digital currencies on a global scale.
Previous Partnerships
Crypto.com has been proactive in forming strategic partnerships within the sports industry. Previously, the company secured sponsorship deals with major sports organizations such as the FIFA World Cup 2022 in Qatar, Formula 1 and UFC.
These collaborations have helped Crypto.com grow its customer base. Interestingly, the exchange revealed in May 2024 that it had surpassed 100 million users globally.
Beyond Crypto.com, collaborations between crypto and sports entities have gained momentum through various other significant deals. Binance, another leading cryptocurrency exchange, partnered with football superstar Cristiano Ronaldo in 2022 to launch a series of NFTs, further solidifying the bond between digital assets and sports.
Additionally, other football clubs, such as Paris Saint-Germain and Manchester City, have embraced blockchain technology through partnerships and fan tokens, providing unique fan experiences and engagement.
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