Sports and the crypto world continue to unite. Crypto exchanges see major sporting events as an ideal platform for brand awareness.
High audience numbers are the big draw for crypto platforms, with soccer’s international following an added attraction.
Tuesday, March 22, 2022 FIFA announced a sponsorship deal with Crypto.com for the FIFA 2022 World Cup in Qatar. This entitles it to become the exclusive sponsor of the cryptocurrency trading platform for Qatar 2022.
The partnership will put the exchange’s branding all around the tournament’s Qatar venue, as well as within the stadium’s broadcast view. The total compensation for the deal was undisclosed.
“No sport brings the world together like football, and no sporting event brings the world together the way FIFA World Cup does,” Crypto.com CMO Steven Kalifowitz told CoinDesk in a statement. “Only a few brands have the privilege to participate as official sponsors, and we jumped at the opportunity to be the first brand to represent the crypto industry in this historic month-long event.”
Crypto.com made headlines in November when it acquired the naming rights to the iconic Staples Center in Los Angeles, renaming it Crypto.com Arena. The deal was estimated to cost $700 million, which makes it the largest naming rights deal in sports history.
The exchange said in a Tuesday press release that it serves more than 10 million customers and has over 4,000 employees across offices in the Americas, Europe and Asia.
Crypto.com’s investment in an exclusive deal with FIFA is sure to be well-received and used to help the world’s largest football federation’s efforts to develop and promote the sport.
Kay Madati, FIFA’s Chief Commercial Officer, acknowledged Crypto.com’s commitment to other high-profile sporting events and shared FIFA’s enthusiasm for bringing in such an outstanding partner. He said:
Crypto.com has already demonstrated a commitment to supporting top-tier teams and leagues, major events and iconic venues across the world, and there is no platform bigger, or with a greater reach and cultural impact, than FIFA’s global platform of football.
We are delighted to have a global brand like Crypto.com join us as a sponsor of the exciting and groundbreaking FIFA World Cup in Qatar, ultimately helping to grow our beautiful game on a global scale.
Moreover, participating in an event of this magnitude is a great opportunity for Crypto.com to raise awareness and replicate the success achieved in previous advertising campaigns, such as the one conducted during the 2022 Super Bowl.
Chris Marsalek, co-founder and CEO of Crypto.com, explained that the partnership with FIFA is part of Crypto.com’s advertising strategy to make itself known around the world, and commented:
We could not be more excited to sponsor the FIFA World Cup, one of the most prestigious tournaments in the world, and to drive further awareness of Crypto.com globally. Through our partnership with FIFA, we will continue to use our platform in innovative ways so that Crypto.com can power the future of world-class sports and fan experiences around the world.
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