Crypto.com Becomes Exclusive Global Crypto Partner of UEFA Champions League to Enhance Fan Experience

On August 14, Crypto.com announced a partnership with the UEFA Champions League. This makes them the first and exclusive global crypto platform partner. The goal? To enhance fan experiences and bring cryptocurrency into the sports world.

According to their official statement, this partnership will include exciting in-stadium activations, broadcast integrations, and unique advertising campaigns. These initiatives aim to engage fans and put cryptocurrency front and center in the football community. You’ll see Crypto.com’s branding debut at the UEFA Super Cup on August 14, 2024.

This move highlights Crypto.com’s commitment to building a strong presence in sports. Steven Kalifowitz, the company’s Chief Marketing Officer, pointed out that the global appeal of the UEFA Champions League aligns perfectly with their mission. They want to make cryptocurrency accessible to everyone.

“Connecting our brand with engaged sports fans around the world has effectively grown our user base to over 100 million,” Kalifowitz said. “We’re pursuing our mission of having cryptocurrency in every wallet.”

This partnership is just one of many high-profile sports sponsorships for Crypto.com. Earlier, they became the exclusive crypto sponsor of the FIFA World Cup in Qatar in March 2022. They have also been a key partner of the Ultimate Fighting Championship (UFC) since 2021.

Between 2021 and 2022, crypto companies ramped up their sponsorships in sports. However, the collapse of FTX, which had invested over $300 million in sports marketing, created challenges. The ongoing bear market also slowed the growth of crypto sponsorships in sports.

Despite these hurdles, the crypto industry is bouncing back. Companies like Crypto.com are leading the charge. Their partnership with UEFA shows a renewed commitment to engaging global audiences through major sports events.

Similarly, eToro has ramped up its presence in European football sponsorships between 2023 and 2024. They stand out as one of the few crypto firms increasing their sports marketing efforts during this time. According to SponsorUnited, while over 70% of other crypto brands faced stagnation or decline in sponsorship deals, eToro’s success highlights a broader trend. Many companies are leveraging sports partnerships to solidify their brand presence.