Crypto.com has entered into a multi-year partnership with the UEFA Champions League, becoming the first cryptocurrency platform to achieve this milestone. The agreement, announced on August 14, 2024, is a significant moment for the digital asset exchange.

Details of the Partnership

The partnership will cover the 2024-2027 commercial cycle. Crypto.com will act as the official global sponsor of the UEFA Champions League, a top-tier football tournament. This move follows a previous attempt by Crypto.com in September 2022, where the company withdrew from a $495 million sponsorship deal due to regulatory issues in the UK, France, and Italy. At that time, the potential loss of operational licenses in these regions made the deal unsustainable.

Kris Marszalek, CEO of Crypto.com, highlighted that Crypto.com is the first global cryptocurrency platform to join forces with the UEFA Champions League. Hence, he sees this as a critical step in integrating digital assets into major global sports events.

Brand Exposure and Strategic Importance

The partnership gives Crypto.com substantial brand visibility. The company’s branding will be featured on in-game perimeter LED boards, media interview backdrops, and during broadcast sponsorships. Additionally, Crypto.com will have on-site activation opportunities at various UEFA events, aiming to reach millions of football fans worldwide.

Steven Kalifowitz, Crypto.com’s Chief Marketing Officer, emphasized the strategic importance of this deal. He noted that the company has grown its brand by creating unique and innovative moments. Moreover, by connecting with engaged sports fans globally, having expanded its user base to over 100 million. 

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