Crypto.com becomes official UEFA Champions League partner

Connecting with sports fans has accounted for at least 100 million new users on Crypto.com, according to the firm’s CMO.

Crypto.com has become the first cryptocurrency platform to secure an exclusive partnership with the UEFA Champions League.

The multi-year partnership, which will see the centralized crypto exchange become an official global sponsor of the UEFA Champions League, was announced on Aug. 14.

Partnering with one of the most popular sports leagues in the world is a significant step for the crypto exchange, said Steven Kalifowitz, the chief market officer of Crypto.com. He wrote:

“We have successfully built the Crypto.com brand and community by producing innovative and groundbreaking moments and events in a way that others have not been able to replicate. Connecting our brand with engaged sports fans around the world has effectively grown our user base to over 100 million in pursuit of our mission of cryptocurrency in every wallet.”

Large sporting events can bring cryptocurrency awareness to millions of new mainstream adopters, which could introduce newfound capital into the crypto market. Onboarding new mainstream users can significantly increase the future valuation of cryptocurrencies.