Crypto.com Secures Multiyear Sponsorship Deal With UEFA Champions League

The financial terms and duration of the contract were not disclosed.

Crypto.com was one of the most active digital asset firms securing sports sponsorship deals in 2021-22.

The company’s sponsorship of the Champions League, which was cancelled in 2022, is said to be worth $495 million.

Cryptocurrency exchange Crypto.com has become an official sponsor of the UEFA Champions League, Europe’s premier club football event, nearly two years after canceling a similar deal.

According to a statement from the stock exchange, the sponsorship will be officially announced during the UEFA Super Cup match between Real Madrid and Atalanta in Warsaw on Wednesday.

Neither the financial terms nor the length of the multi-year deal were disclosed. Crypto.com reportedly had a $495 million valuation after it cancelled its bid to sponsor the Champions League in 2022. The Singapore-based exchange pulled out of the five-year deal due to legal issues with its licenses to trade in the UK, France and Italy.

Crypto.com was one of the most active digital asset firms in sports sponsorship deals in 2021-22, including naming rights to the stadium that is home to the NBA’s Los Angeles Lakers and the NHL’s Los Angeles Kings.

The ensuing bear market caused such deals to taper off somewhat, but they now appear to be back in full flow.

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