Observed Signal · Aug 14, 2024 · Partnership · Source: Trending Topics · Impact: 2/5 · Sentiment: Positive
Crypto.com becomes UEFA Champions League global sponsor
Singapore-based cryptocurrency exchange Crypto.com has become an official global sponsor of the UEFA Champions League. The multi-year agreement includes in-stadium branding, integration into TV broadcasts, and advertising campaigns, with the sponsorship being unveiled at the UEFA Super Cup. Financial terms were not disclosed. The deal marks Crypto.com's return to top-tier football sponsorship after it canceled a reported $495 million Champions League agreement in 2022 amid licensing issues in European markets. The exchange, which claims 100 million users, left Germany in 2023 after lacking a license, but has since obtained a Virtual Asset Service Provider license from the Central Bank of Ireland and registrations in several other markets. Crypto.com currently ranks 13th among global crypto exchanges by trading volume. Separately, rival Bitpanda announced a sponsorship of AC Milan for the Italian market.
A major sports sponsorship by a crypto exchange is notable brand advertising, but it does not structurally change the AdTech/MarTech ecosystem.
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Key Takeaways & Evidence Grounding
- Crypto.com became an official global sponsor of the UEFA Champions League in a multi-year partnership with undisclosed financial terms.
- The sponsorship includes in-stadium activities, integration into television broadcasts, and advertising campaigns, unveiled at the UEFA Super Cup.
- Crypto.com previously canceled a reported $495 million Champions League sponsorship in 2022 due to licensing issues in European markets.
- Crypto.com left the German market in 2023 and later received a VASP license from the Central Bank of Ireland in 2024.
- Rival Bitpanda announced a sponsorship of AC Milan for the Italian market.
Connected Companies & Entities
6 Entities mapped“Guy-Laurent Epstein, Marketingdirektor der UEFA, in einer Aussendung....”
“der Rivale Crypto.com mit Hauptsitz in Singapur ... globaler Sponsor der UEFA Champions League ... zu werden....”
“Nachdem bereits Bitpanda ein neues Sponsoring des AC Milan für den italienischen Markt bekannt gegeben hat......”
“deutlich hinter Größen wie Binance, Coinbase oder Kraken...”
“deutlich hinter Größen wie Binance, Coinbase oder Kraken...”
“deutlich hinter Größen wie Binance, Coinbase oder Kraken...”
Ontology Mapping & Concepts
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