The Union of European Football Associations (UEFA) has sent out an open invitation to the financial world, including cryptocurrency exchanges to submit expressions of interest in sponsorship rights package for the Europa League and Europa Conference League.
Singapore-based cryptocurrency exchange Crypto.com previously had an agreement worth £428m with UEFA to take over from Gazprom as principal sponsor for the Champions League.
That deal fell through at the last minute due to issues surrounding increased crypto regulations as well as industry concerns.
However, Crypto.com did team up with Coca-Cola during the World Cup this winter with a NFT collection titled ‘Piece of Magic’ to celebrate the tournament in Qatar, so it is believed the door could be open to the exchange should it deem it financially viable.
Crypto and digital assets sponsorship deals have been growing in popularity over the past few years within football with stakeholders keen to target its global fanbase.
Premier League side Chelsea and Atletico Madrid signed an agreement with trading platform WhaleFin. While, Manchester City has OKX as its official training kit partner.
Borussia Dortmund recently agreed a partnership with US crypto exchange Coinbase that saw premium stadium advertising at the German giants’ Signal Iduna Park.
Millions of football fans around the world watch both the Europa League and Conference League action every year.
Manchester United host Barcelona at Old Trafford on Thursday night in what is the standout fixture of this week’s Europa League action.
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