After nearly two years of interruption, Crypto.com has officially become a sponsor of the UEFA Champions League, Europe’s premier club football competition. Although the financial terms and specific duration of the multi-year sponsorship deal have not been disclosed, the agreement was officially announced during the UEFA Super Cup match between Real Madrid and Atalanta, held at 19:00 UTC on August 14, 2024, in Warsaw, Poland.
Notably, Crypto.com’s previous UEFA Champions League sponsorship deal, which was canceled in 2022, was estimated to be worth $495 million. At that time, the Singapore-based exchange withdrew from the five-year deal due to legal issues related to trading licenses in various European countries, as well as the impact of a downturn in the cryptocurrency market.
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Strong Sports Investment Strategy in 2022
Crypto.com is known for its aggressive investment strategy in sports sponsorships during 2021-2022. The exchange has signed numerous high-value sponsorship deals, including:
- Naming rights for the stadium of the Los Angeles Lakers (NBA) and the Los Angeles Kings (NHL).
- Sponsorship of the 2022 World Cup in Qatar.
- Partnership with Aston Martin’s F1 team.
- Sponsorship of the esports team Fnatic (UK).
- Support for the Montreal Canadiens hockey team (Canada).
- Sponsorship of Serie A and the Supercoppa Italiana (Italy).
- Collaboration with the World Hockey Championship and Formula 1.
- Partnership with the UFC.
- Sponsorship of Paris Saint-Germain (France) and the Philadelphia 76ers (USA).
Additionally, in October 2021, Crypto.com invested $100 million in a multinational advertising campaign featuring renowned actor Matt Damon.
Founded in 2016, Crypto.com is now one of the world’s largest cryptocurrency exchanges, boasting over 100 million users.
