JAKARTA The Singapore-based crypto exchange, Crypto.com, has officially entered into a historic partnership with the Union of European Football Associations (UEFA) Champions League. In this multi-year partnership, Crypto.com will be the first official global sponsor to come from the crypto industry, as well as become an exclusive partner in Europe's most prestigious football competition.
The announcement of this partnership was officially announced on August 14, 2024, to coincide with the holding of the UEFA Super Cup match. On this occasion, Crypto.com also introduced their branding as the league's official sponsor, which was marked by various interesting activities to enliven the fans' experiences during the match.
In this partnership, Crypto.com will host various activations in stadiums, broadcast integration, and innovative advertising campaigns designed to increase fan engagement with football and the crypto world.
Crypto.com Chief Marketing Officer, Steven Kalifowitz, said that this partnership is an important step in the company's efforts to connect consumers with iconic global sporting events. According to him, Crypto.com has succeeded in building its brand and community through innovative moments and events that have never been carried out by other companies.
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Previously, in 2022, Crypto.com had withdrawn from a sponsorship agreement worth US$495 million (around Rp7.92 trillion) with the UEFA Champions League due to regulatory constraints in several European countries such as the UK, France, and Italy.
At the time, the deal was designed to replace Gazprom, Russia's major oil company, as a league sponsor for five seasons. However, concerns over regulations that could hinder trading activity and other services on the Crypto.com platform delayed this deal.
Over time, Crypto.com has succeeded in obtaining regulatory approval from various authorities in Europe. This strengthens their position in the region and paved the way for iconic partnerships such as those now established with UEFA.
UEFA Marketing Director, Guy-Laurent Epstein, welcomed this collaboration and stated that the partnership with Crypto.com marks a new chapter for the UEFA Champions League, especially in terms of innovative technology adoption to improve fan experience.
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