Crypto.com Forms Historic Partnership with UEFA Champions League
The Singapore-based cryptocurrency exchange Crypto.com has announced a groundbreaking partnership with the Union of European Football Associations (UEFA) Champions League. This multi-year agreement positions Crypto.com as the official global sponsor of the UEFA Champions League, making it the first exclusive cryptocurrency platform partner for the prestigious football competition.
Unveiling Sponsorship at the UEFA Super Cup
Crypto.com is set to reveal its branding as the league’s official sponsor during the UEFA Super Cup on August 14, 2024. This event will mark the beginning of unique activities designed to provide fans with unforgettable experiences at football matches. The sponsorship encompasses in-stadium activations, broadcast integrations, and innovative advertising campaigns that aim to enhance fan engagement with both football and cryptocurrency.
Insights from Crypto.com’s CMO
Steven Kalifowitz, the Chief Marketing Officer of Crypto.com, expressed enthusiasm about the partnership, stating, “This exclusive partnership with one of, if not the most popular leagues in the world, the UEFA Champions League, represents a significant step in our journey of engaging consumers through the most iconic global sporting events. We have successfully built the Crypto.com brand and community by producing innovative and groundbreaking moments and events in a way that others have not been able to replicate.” He also highlighted the expansion of Crypto.com’s fan base, which has grown through its connection with engaged sports enthusiasts worldwide.
Previous Sponsorship Deal Challenges
In 2022, Crypto.com initially withdrew from a $495 million sponsorship agreement with the UEFA Champions League due to regulatory challenges in various European nations, including the UK, France, and Italy. The exchange had aimed to replace Russian oil giant Gazprom as the league’s sponsor for five seasons after UEFA severed ties with the company following Russia’s invasion of Ukraine. However, concerns over regulatory obstacles led Crypto.com to reconsider, fearing that they might impede users from trading and utilizing other services on their platform.
Regulatory Approval and Future Prospects
Over the years, Crypto.com has obtained regulatory approval from multiple European authorities, solidifying its presence in the region and paving the way for significant partnerships like the one with UEFA. Guy-Laurent Epstein, UEFA’s marketing director, remarked, “This collaboration marks an exciting new chapter for the UEFA Champions League, as we embrace innovative technologies to enhance the experience for our fans and community. Together with Crypto.com, we look forward to exploring new opportunities as we begin a new, exciting chapter of the premiere club football competition.”
