UEFA Seeks Crypto Exchange Sponsors for Champions League
UEFA, the governing body of European soccer, is actively seeking sponsors from the crypto exchange sector for the upcoming 2024-2027 cycle of its prestigious men’s Champions League (UCL) club competition. Interested parties have until March 20 to submit their formal offers via email.
UEFA Inks Partnerships with Various Sectors
For the current commercial cycle, UEFA has established partnerships with eight global sponsors for the Champions League, including brands like PlayStation, Walkers/Lays, FedEx, Mastercard, Turkish Airlines, and Oppo. The Europa League and Conference League have also secured sponsors such as Heineken 0.0, Hankook, Enterprise, Swissquote, Just Eat, and Bwin.
Crypto Firms Target Sports Sponsorship Deals
Crypto firms are increasingly looking to make their mark in the sports world through significant sponsorship deals with arenas and teams. In 2021, Crypto.com spent $700 million for the naming rights to the former Staples Center in Los Angeles, which is now called Crypto.com Arena. They also entered a $175 million deal to sponsor the UFC and engaged in partnerships with the Philadelphia 76ers, Formula 1 Racing, and basketball superstar LeBron James. Similarly, FTX secured naming rights to the Miami Heat’s arena through a $125 million partnership.
Hot Take: UEFA Explores Crypto Exchange Sponsors for Champions League
UEFA is actively seeking sponsors from the crypto exchange sector for its upcoming Champions League cycle. This move aligns with the increasing trend of crypto firms targeting sports sponsorship deals to boost visibility and expand their customer base. While previous attempts by crypto firms to sponsor UEFA’s competitions faced regulatory concerns or fell through, the governing body remains committed to exploring partnerships in the cryptocurrency exchange sector. As crypto continues to gain mainstream acceptance, we can expect more collaborations between sports organizations and crypto companies in the future.
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