Crypto.com Scores Exclusive Deal with UEFA Champions League

August 14, 2024

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Crypto asset exchange, Crypto.com, has just signed a multi-year partnership with the UEFA Champions League. This exclusive deal makes the global exchange the official sponsor of Europe’s top tournament soccer club.

The Significance of the Crypto.com and UEFA Partnership

Earlier today, the exchange announced that the main aim of this sponsorship deal is to improve fan interaction by crafting unique experiences on match days.

Both parties intend to merge football and crypto innovations through in-stadium activations, broadcast elements, and advertising initiatives.

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The official unveiling of the sponsorship will take place during Wednesday’s UEFA Super Cup match between Real Madrid and Atalanta in Warsaw, during which Crypto.com branding will be displayed. However, the exchange did not mention the financial details and duration of the multiyear agreement.

This comes two years after the exchange withdrew from a five-year deal worth $495 million with the Champions League due to legal concerns regarding its licenses for trading in the U.K., France, and Italy.

Crypto.com Expands its Sporting Presence

This exclusive deal is part of Crypto.com’s plan to continue expanding its foray into the sports arena through additional partnerships, as disclosed in May.

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Over the past years, the trading platform has successfully secured partnerships with Formula 1, UFC, and FIFA. Also, the company acquired 20 years of naming rights for the Crypto.com Arena, Los Angeles, in a $700 million deal.

It even snagged the naming rights to the venue for the NBA’s Los Angeles Lakers and NHL’s Los Angeles Kings.

Crypto.com Secures Massive Approval Deals

Crypto.com has been expanding its reach not only through sponsorship deals but also by obtaining regulatory approvals in various countries.

Recently, the exchange solidified its presence in the South Korean digital market by launching a retail trading services platform. Following this, the exchange secured approval from the Central Bank of Ireland as a Virtual Asset Service Provider (VASP).

In 2023, the Singapore-based exchange was officially authorized in the Netherlands to provide crypto-related services in the region, including several other countries.