Crypto.com secures a historic partnership with the UEFA Champions League

Singapore-based cryptocurrency exchange Crypto.com has secured a unique partnership with the Union of European Football Associations (UEFA) Champions League.

According to an official announcement, Crypto.com will serve as the official global sponsor of the UEFA Champions League during the multi-year partnership, earning it a spot as the soccer competition’s first and exclusive crypto platform partner.

Crypto.com partners with the 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, launching 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 cryptocurrency.

Crypto.com Chief Marketing Officer Steven Kalifowitz said:

“This exclusive partnership with one of, if not the most popular leagues in the world, the UEFA Champions League, represents an important step in our journey to engage consumers through the world’s most iconic sporting events. We have successfully built the brand and the Crypto.com community producing groundbreaking and innovative moments and events in a way that others have not been able to replicate.”

Kalifowitz noted how much Crypto.com’s fan base had grown because of the exchange’s connection to engaged sports fans around the world.

An initial deal that fell through

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 exchange 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 various European authorities, strengthening its presence in the region and leading to iconic partnerships such as its alliance with UEFA.

“This partnership marks an exciting new chapter for the UEFA Champions League as we embrace innovative technologies to enhance the experience of our fans and our community. Together with Crypto.com, we look forward to exploring new opportunities as we begin a new and exciting chapter in club football’s premier competition,” commented UEFA Marketing Director Guy-Laurent Epstein.

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