Singapore-based cryptocurrency exchange crypto.com has secured a unique partnership with the Union of European Football Associations (UEFA) Champions League.
According to an officialcrypto.com/company-news/cryptocom-and-uefa-announce-uefa-champions-league-partnership” data-wpel-link=”external” target=”_blank”> advertisementcrypto.com will act as the official global sponsor of the UEFA Champions League during the multi-year partnership, giving it a place as the football competition’s first and exclusive crypto platform partner.
crypto.com partners with UEFA Champions League
During the UEFA Super Cup on August 14, 2024, crypto.com will unveil its brand as an official sponsor of the league, initiating unique activities that will provide fans with memorable experiences at football matches.
The exchange said the sponsorship includes in-stadium activations, broadcast integrations and innovative advertising campaigns aimed at driving fan engagement around football and cryptocurrencies.
crypto.com CMO Steven Kalifowitz said:
“This exclusive partnership with one of the most popular leagues in the world (if not the most popular), the UEFA Champions League, represents an important step in our journey to engage consumers through the most iconic global sporting events. 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.”
Kalifowitz highlighted how much crypto.com’s fan base had grown due to the exchange’s connection with engaged sports fans around the world.
An initial agreement that failed
crypto.com initially pulled out of a $495 million sponsorship deal with the UEFA Champions League in 2022 due to regulatory issues in some European countries, including the UK, France and Italy, at the time.
The platform was supposed to replace Russian oil major Gazprom as the league’s sponsor for five seasons after UEFA cut ties with the latter following Russia’s invasion of Ukraine. However, crypto.com was concerned that regulatory hurdles would prevent users from trading and using other services on its platform.
Over the years, crypto.com has gained regulatory approval from several European authorities, strengthening its presence in the region and paving the way for iconic partnerships such as its alliance with UEFA.
“This collaboration marks an exciting new chapter for the UEFA Champions League as we embrace innovative technologies to enhance the experience for our fans and community. Together with crypto.com, we look forward to exploring new opportunities as we enter an exciting new chapter for the premier club football competition,” commented UEFA Chief Marketing Officer Guy-Laurent Epstein.
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