Crypto.com has bagged a multi-year partnership deal with the UEFA Champions League, making the exchange the “first and exclusive” global crypto platform partner.
Steven Kalifowitz, the Chief Marketing Officer at Crypto.com underlined that this deal with the most popular league in the world represents a “significant step” in the firm’s journey of “engaging consumers” via the global sporting events. He added,
“Connecting our brand with engaged sports fans around the world has effectively grown our user base to over 100 million in pursuit of our mission of crypto in every wallet.”
The exchange, alongside the UEFA, intends to bring “unique experiences” for fans. It is also looking to bolster fan engagement around football and crypto assets.
According to the latest announcement, the official global sponsorship will also include “in-stadium activations, broadcast integrations and innovative advertising campaigns.”
The tie-up will be officially unveiled during Wednesday's UEFA Super Cup match between Real Madrid and Atalanta in Warsaw.
Here, it is worth recalling that the exchange had nearly sealed a similar deal a couple of years back. Valued at $495 million, the deal was set to be one of the largest-ever sponsorships for the Champions League.
The exchange, however, pulled the plug at the eleventh hour owing to regulatory concerns and legal issues pertaining to the scope of its licenses to trade and operate in the UK, France, and Italy.
Over the years, Crypto.com has secured several high-profile deals including those with Formula 1, UFC, and the FIFA World Cup.
As far as the latest multi-year deal is concerned, the firm has neither disclosed the financial terms nor shed light on the duration.
On the heels of the announcement, the price of the exchange’s native token CRO registered a 6.2% incline to clinch a daily high of $0.0925.
From the macro perspective, however, CRO continues to be on a slippery slope. From its ATH scripted three years back, the price of the asset is currently 90.57% down.
