UEFA Champions League Announces Crypto.com Partnership

Crypto.com has secured a major partnership with UEFA, becoming the first exclusive global cryptocurrency platform partner of the UEFA Champions League. Announced on Wednesday, this multi-year deal positions Crypto.com as an official global sponsor of the prestigious football tournament. Interestingly, a $495 million deal between the two collapsed last minute in 2022, due to what seemed to be related to regulatory uncertainties.

The collaboration between Crypto.com and UEFA aims to create unique experiences for football fans, combining the excitement of the sport with the growing world of cryptocurrency. The partnership includes various activations, both in-stadium and through broadcast, along with innovative advertising campaigns. Fans can expect to see Crypto.com’s branding debut at the UEFA Super Cup on August 14, 2024.

Steven Kalifowitz, Chief Marketing Officer at Crypto.com, emphasized the significance of this partnership, stating, “This exclusive partnership with one of, if not the most popular leagues in the world, the UEFA Champions League, represents a significant step in our journey of engaging consumers through the most iconic global sporting events.” He highlighted Crypto.com’s success in building its brand by connecting with sports fans worldwide, which has helped grow its user base to over 100 million.

Guy-Laurent Epstein, UEFA’s marketing director, expressed enthusiasm about the collaboration. “We are thrilled to announce our new partnership with Crypto.com, one of the foremost supporters of some of the biggest sports teams and events in the world,” he said. Epstein noted that this partnership opens new opportunities for the UEFA Champions League as it explores innovative technologies to enhance the fan experience.

This deal adds to Crypto.com’s growing list of partnerships in the sports and entertainment industries. The company has become one of the most recognized global brands, thanks to its involvement with high-profile events and venues, including the Crypto.com Arena in Los Angeles, Formula 1, UFC, and the FIFA World Cup Qatar 2022.