Crypto.com Inks sponsorship deal with UEFA Champions League

In the year On August 14, Singapore-based crypto.com announced its partnership with the UEFA Champions League as the first and only global crypto platform partnership.

This multi-year partnership is designed to enhance the fan experience and integrate cryptocurrency into the global sports arena.

According to the official statement, Crypto.com's partnership with UEFA will feature in-stadium activities, broadcast integrations and special advertising campaigns. These initiatives aim to drive fan engagement and bring cryptocurrency to the forefront of the football community. Crypto.com's branding will begin as an official global sponsor of the UEFA Super Cup on August 14, 2024.

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Crypto.com's latest move demonstrates its commitment to using its global reach to establish a strong presence in sports. Crypto.com Chief Marketing Officer Steven Kalifowitz emphasized that the global appeal of the UEFA Champions League fits perfectly with the company's mission to make cryptocurrency accessible to a wider audience.

“Connecting our brand with engaged sports fans around the world has grown our user base to over 100 million to achieve our mission of cryptocurrency in every wallet,” said Kalifowitz.

This partnership is the latest in a series of high-profile sports sponsorships for Crypto.com. The company has become the exclusive crypto sponsor of the FIFA World Cup in Qatar in March 2022, according to BeenCrypto. Additionally, it is a key partner of the Ultimate Fighting Championship (UFC) starting in 2021.

In the year Between 2021 and 2022, crypto companies have accelerated sponsorship of sports leagues and teams. This trend, however, suffered a setback when crypto exchange FTX, which had invested more than $300 million in sports trading deals, collapsed. Additionally, the extended bear market has reduced crypto sponsorship activity in sports, exacerbating the challenges.

Despite these challenges, the crypto industry bounces back with companies like Crypto.com leading the way. Their strategic partnership with UEFA represents a renewed commitment to engaging with global audiences in major sporting events.

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Similarly, eToro has significantly increased its presence in European football sponsorship between 2023 and 2024, distinguishing itself as one of the few crypto companies to increase its sports marketing efforts during this period. According to SponsorUnited, while more than 70% of other crypto brands have seen their sponsorship deals stagnate or decline, eToro's success reflects a broader industry trend of using sports partnerships to strengthen brand presence.