Bitpanda Becomes the Official Premium Partner of AC Milan

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Veronika Rinecker

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Veronika Rinecker

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Veronika Rinecker is based in Germany, studied international journalism and media management. She specializes in politics and regulation, energy, blockchain, and fintech. Since 2017, she has been…

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Bitpanda Becomes the Official Premium Partner of AC Milan

Austrian cryptocurrency exchange Bitpanda has partnered with Italian football giants AC Milan. According to the exchange’s announcement from Aug. 14, the deal will see Bitpanda become the club’s premium partner and “official crypto trading partner”.

Strategic Choice for Italian Market Expansion

As part of the collaboration, Bitpanda will enjoy prominent branding at the San Siro stadium, including TV-relevant LED boards, and through AC Milan’s extensive media channels. There will also be exclusive events for the Bitpanda community with the chance to win tickets to games, merchandise and invitations to VIP events.

“There are so few brands that survive the test of time and maintain the love and trust that AC Milan’s 500 million fans have in their club. They embody the ideas of long-term commitment, of building a legacy and not looking for short-term gain,” said Eric Demuth, co-founder and CEO of Bitpanda, about the new partnership.

“Since we want to solidify our position as a market leader in Italy, only one partner came into question for us. Who else but the seven-time winner of the European Champions League? Who else but the Rossoneri?”

Bitpanda Leverages Sports Partnerships for Growth

Bitpanda has made a strategic decision to focus its marketing efforts on sponsoring top European sports, forging several partnerships in recent months. This approach is in line with the company’s goal to increase brand visibility and reach a wider audience in the European market.

A prime example of this strategy is the high-profile partnership with German football giants FC Bayern Munich, established in January 2024. This collaboration has significantly elevated Bitpanda’s brand recognition on the international stage.

In addition to football, Bitpanda has also ventured into other sports. The company has secured partnerships with renowned athletes such as a Swiss tennis legend Stanislas Wawrinka and French rugby star Antoine Dupont in May and July 2024, respectively. Additionally, the exchange sponsors various tennis tournaments like the Boss Open in Stuttgart, the Terra Wortmann Open in Halle, and the Mallorca Championships.

Following a similar strategy to Bitpanda, other major cryptocurrency exchanges are also making significant strides in the world of sports partnerships. On August 14, Crypto.com signed a multi-year deal with the Union of European Football Associations (UEFA) to become the official sponsor of the Champions League, Europe’s most prestigious club soccer competition.

In 2023, Crypto.com forged partnerships with individual football clubs such as Paris Saint-Germain and Formula 1 racing teams such as Aston Martin.

Another example is the naming rights deal between the NBA’s Miami Heat basketball team and the now-bankrupt cryptocurrency exchange FTX. In 2021, the team’s home arena was rebranded as the FTX Arena. However, the partnership was abruptly terminated in late 2022 when FTX filed for bankruptcy. The deal, originally slated to run until 2040, was one of the most lucrative naming rights contracts in sports history.

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