Esports team Fnatic has entered into a $15m agreement with cryptocurrency exchange Crypto.com.
Crypto.com, which has a customer base of more 10 million people, is looking to boost awareness for its product among tech-savvy audiences such as esports players.
Fnatic is bringing Crypto.com in as its “global cryptocurrency partner” and it is the first time the exchange has teamed up with an esports organization.
Previously, Crypto.com has signed similar partnerships with the UFC, F1, Italy's Serie A and the NHL Montreal Canadiens. The company also has an ongoing partnership with French soccer powerhouse Paris Saint-Germain.
Crypto.com has promised “money-can't-buy-experiences” and various rewards to Fnatic fans who will have access to all of these, including newly-minted Fnatic non-fungible tokens (NFTs). Fnatic team jerseys' will feature Crypto.com to spread the word and boost awareness for the exchange platform.
There will be numerous activations brought on by the company's social media channels as well as future physical events held in-person.
Fnatic CEO Sam Mathews said: “This partnership sees global leaders in esports and cryptocurrency join forces for a ground-breaking, long-term partnership. Fnatic boasts one of the most connected, involved, and supportive fan bases in the world and this landmark deal with Crypto.com allows us to further cater to their everyday needs.”
A number of esports organizations have already established partnerships with crypto companies. Those include Team SoloMid, which notably signed a naming rights partnership with Hong Kong-based exchange FTX and rebranded as TSM FTX.
Virtus.Pro, Natus Vincere and Astralis are some of the other companies to have inked similar partnerships. Crypto sportsbooks are also becoming very popular with their esports betting products.