- Crypto.com partners with UEFA Champions League, becoming its sole global crypto sponsor, a significant milestone in sports and crypto marketing
- The partnership includes stadium activations, broadcast promotions, and extensive advertising, aiming to boost Crypto.com’s visibility and connect with football fans
- The Champions League will introduce a new format with 36 teams and expanded group stages, promising more exciting matches and increased competition
Crypto.com partners with Champions League in a landmark multi-year deal, becoming the official global cryptocurrency partner. This significant partnership will provide extensive coverage through stadium activations, integration into global broadcasts, and expansive ad campaigns.
Crypto.com Partners with Champions League: What the Multi-Year Deal Entails
Crypto.com sealed a deal for a multi-year partnership with UEFA, the governing body for European soccer. Under the deal, Crypto.com becomes the first and only global cryptocurrency partner for the Champions League and the official global sponsor of the competition.
This is what the sponsorship will entail:
- Stadium Activations: Branded experiences and engagements right inside the stadiums, including stands, immersive experiences, and special promotions during the matches
- Broadcast Integrations: Crypto.com branding and promotions that are embedded within a broadcast, including banners, sponsored messages, and dedicated segments
- Ad Campaigns: Ideas across different media, such as print, digital, and social, to increase brand visibility and engage the audience
These are efforts geared toward maximizing its brand presence and having a relatable engagement with fans and the general public.
Crypto.com activated its role as the official global sponsor at the UEFA Super Cup on August 14 in Warsaw. The match was Real Madrid, the last Champions League winner, facing Atalanta, the Europa League winner, in which Real Madrid won 2-0 with goals from Federico Valverde and Kylian Mbappé.
According to Guy-Laurent Epstein, UEFA’s marketing director, “this partnership marks an exciting new chapter for the UEFA Champions League and allows us to continue adopting innovative technologies to enhance the experience for our fans and community.”
A Major Business Move
The allocation of 97% of the income goes toward football activities, projects, and initiatives, with the main objective of contributing to the continuous development of professional men’s and women’s football, youth categories, and grassroots futsal.
“Yes, this is the time of change in the Champions League: a new era and a new innovative format. For the first time, more teams—36—take part in the group stages, compared to the 32 which had participated back in history”.
These teams will play in a single phase, facing 8 opponents each. The top 8 teams will advance directly to the knockout stage, while teams ranked 9th to 24th will enter a playoff phase to complete the Round of 16.
This new format is expected to enhance fairness and excitement, providing more opportunities for teams to prove themselves and offering fans more high-quality matches.
This helps explain why the UEFA-Crypto.com partnership is crucial for the exchange, which has always been active in sports and entertainment, becoming one of the most recognized global brands with over 100 million users, thanks to its partnerships with teams, athletes, and iconic events.
Steven Kalifowitz, Chief Marketing Officer at Crypto.com, said, “The company has successfully built its brand and community by creating innovative and groundbreaking moments and events in a way others haven’t managed to replicate, making its brand familiar to sports fans worldwide.”
Conclusion
The Crypto.com and UEFA partnership is a strategic move for both parties, with the exchange gaining a global platform. With the Champions League’s new format and a broad sponsorship plan, Crypto.com aims to solidify its role in the sports world and reach an even wider audience.
