Crypto.com will be the official partner of the European Champions League.

Crypto.com has become the first cryptocurrency platform to secure an exclusive partnership with the UEFA Champions League.

The multi-year partnership, which sees the centralized crypto exchange become the official global sponsor of the UEFA Champions League, was announced on August 14.

According to Steven Kalifowitz, Chief Marketing Officer of Crypto.com, partnering with the most popular sports leagues in the world is an important step for the crypto exchange. He wrote:

“We've successfully built the Crypto.com brand and community by creating innovative and ground-breaking moments and events that no one else can replicate. Connecting our brand with engaged sports fans around the world has grown our user base to over 100 million to achieve our mission of putting cryptocurrency in every wallet.”

Big sporting events can bring cryptocurrency awareness to millions of new mainstream investors, which can introduce newfound capital into the crypto market. Onboarding new end users can significantly increase the future valuation of cryptocurrencies.

Why major crypto adoption matters

Following the adoption curve of new technologies such as Bitcoin can provide investors with insights into its potential.

In an August 1 X post, the popular Bitcoin (BTC) price could reach $700,000 if the adoption curve crosses the 16% threshold.

“16% is the majority of the former, 50% is the majority of the latter. Wealth management is a niche in this sector. So, based on the yellow line, know when BTC adoption will enter 16%-50% global adoption.”

Bitcoin took more than 15 years. 4.7% of the world's population to be adopted on August 1st. Yet, an acceleration may be seen if Bitcoin's adoption rate follows the path of internet adoption, which has seen significant improvement since the first 15. years.

Related: $35T US National Debt May Strengthen Bitcoin's Acceptance as ‘Hard Money'

UEFA partnership accelerates mainstream crypto adoption: Crypto.com CMO

The crypto platform's new partnership is another sign of its commitment to “aggressively grow” in its second largest market, Europe.

According to Kalifowitz, who told Cointelegraph, the number of UFA fans will significantly contribute to overall crypto adoption.

“UEFA is the largest sports league in the world, reaching 3 billion fans. I have no doubt that adding UEFA to our global portfolio of partners will accelerate crypto adoption through Crypto.com.”

According to CoinMarketCap data, Crypto.com is currently the 13th largest in the world with a transaction volume of over $2.7 billion, compared to Binance's $11.4 billion, according to CoinMarketCap data.

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