Crypto.com Becomes UEFA Champions League Exclusive Crypto Partner

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Sead Fadilpašić

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Sead Fadilpašić

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Last updated:

August 13, 2024 21:27 EDT

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Major crypto exchange Crypto.com has penned a multi-year partnership with the governing body of European football, UEFA.

The deal will see Crypto.com become the first and exclusive global crypto platform partner of the UEFA Champions League, the press release said.

The platform will also serve as the League’s official global sponsor.

This sponsorship will include in-stadium activations, broadcast integrations, and advertising campaigns, the team said.

Additionally, the partners will unveil Crypto.com’s branding as an official global sponsor at the UEFA Super Cup on August 14.

According to UEFA marketing director Guy-Laurent Epstein, “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.”

A Big Deal

Officially inaugurated in 1954, the Union of European Football Associations (UEFA) is a European football giant. It’s a not-for-profit organization and one of six continental bodies of governance in association football with 55 member associations.

It governs football, futsal, and beach football in Europe, the transcontinental countries of Turkey, Azerbaijan, Georgia, and Kazakhstan, and the West Asian countries of Cyprus and Armenia.

UEFA puts 97% of its revenue into football-related activities, projects, and initiatives. The goal is to “ensure the continued development of the men’s and women’s professional game as well as youth, grassroots, and futsal.”

Meanwhile, the UEFA-Crypto.com partnership is the latest within the sports and entertainment space for the crypto platform.

Crypto.com “has become one of the most recognized global brands with more than 100 million users by partnering with iconic people, places and events.”

Notable collaborations include the Crypto.com Arena in Los Angeles, Formula 1, UFC, and the FIFA World Cup Qatar 2022, among others.

Steven Kalifowitz, Chief Marketing Officer at Crypto.com, commented that the company has “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.”

Kalifowitz added that the platform grew its user base to over 100 million by “connecting our brand with engaged sports fans around the world.”