UEFA and Crypto.com have officially announced their collaboration, marking the first-ever cryptocurrency sponsorship of the UEFA Champions League, Europe's most prestigious club football competition. This partnership, which spans the 2024-27 commercial cycle, signifies a major step for both UEFA and Crypto.com in exploring new opportunities within sports and digital innovation.
The partnership will be officially launched at the UEFA Super Cup on August 14, 2024, in Warsaw, Poland, where UEFA Champions League winners Real Madrid will face Europa League champions Atalanta. Crypto.com’s brand will be featured prominently through in-stadium activations, perimeter LED boards, media interview backdrops, and broadcast sponsorships. The company will also lead fan engagement initiatives, bringing football and cryptocurrency closer together.
"This collaboration with UEFA is an exciting new chapter for the UEFA Champions League as we embrace innovative technologies to enhance the experience for our fans and community,” said Guy-Laurent Epstein, UEFA’s Marketing Director. “Together with Crypto.com, we look forward to exploring new opportunities as we begin this exciting era of the premier club football competition.”
The deal extends beyond the Champions League to include the UEFA Youth League, UEFA Futsal Champions League, and the UEFA Super Cup. Crypto.com's commitment will also be reflected in its role as an official global sponsor, further cementing its position as a leading player in sports sponsorship.
Steven Kalifowitz, Chief Marketing Officer at Crypto.com, highlighted the importance of this partnership, noting, "This exclusive partnership with the UEFA Champions League represents a significant milestone in our mission to engage consumers through iconic global sporting events. We’ve built the Crypto.com brand and community by producing innovative, groundbreaking moments, and we’re thrilled to now be part of one of the most popular leagues in the world."
Crypto.com is no stranger to the sports and entertainment space, having previously secured naming rights for the iconic Crypto.com Arena in Los Angeles and partnered with major sports organizations like Formula 1, UFC, and the FIFA World Cup Qatar 2022. This new sponsorship reflects a return to form for the company after it had to withdraw from a similar deal in 2022 due to regulatory hurdles in Europe. The previous deal was reportedly worth $495 million.
UEFA’s hunt for sponsors for the 2024-27 cycle started in March, and alongside Crypto.com, other prominent brands have already renewed their partnerships, including Heineken, Lay’s, FedEx, Mastercard, and PlayStation. UEFA is also actively seeking new partners across various categories, ensuring a vibrant commercial landscape as the competition expands from 32 to 36 teams in the 2024-25 season.
The collaboration represents a fusion of football's rich heritage with the innovative world of digital assets as both UEFA and Crypto.com chart new paths forward. With Crypto.com’s extensive global user base, now over 100 million strong, the partnership is poised to drive fan engagement through unique digital experiences, bridging the gap between sports and the evolving world of cryptocurrency.
