Crypto.com Secures UEFA Champions League Sponsorship After Regulatory Challenges

Crypto.com Reignites UEFA Champions League Sponsorship

In a notable return to the world of sports marketing, cryptocurrency exchange Crypto.com has secured a sponsorship deal with the UEFA Champions League, the most prestigious club soccer tournament in Europe. This partnership comes nearly two years after the exchange withdrew from a previous agreement due to regulatory challenges.

The official announcement of this sponsorship is set to take place during the UEFA Super Cup match between Real Madrid and Atalanta in Warsaw, which is scheduled for this Wednesday. While the details of the sponsorship were revealed, the financial terms and the duration of this new multiyear deal remain undisclosed.

Previously, Crypto.com had entered into a sponsorship agreement for the Champions League in 2022, a deal valued at an impressive $495 million. However, the Singapore-based exchange had to withdraw from this five-year contract due to ongoing legal issues related to its trading licenses in key European markets, including the U.K., France, and Italy.

During the peak of 2021-22, Crypto.com was a frontrunner in the digital asset sector, actively securing numerous high-profile sports sponsorships. This included prominent deals such as the naming rights for the home arena of the NBA’s Los Angeles Lakers and the NHL’s Los Angeles Kings.

Despite the challenging bear market that followed, which led to a slowdown in such sponsorship deals, it appears that interest in sports marketing is making a strong comeback, with Crypto.com leading the charge once again.