UEFA: Crypto.com (SGP) first "cryptocurrency partner" of the Champions League (2024-2027)

Crypto.com, a Singapore-based company specialised in crypto assets, has become the "first cryptocurrency partner" of the Champions League over the 2024-2027 cycle, announced UEFA on 14/08/2024. The rights also include the UEFA Super Cup (on 14/08/2024, in Warsaw, POL), Youth League and Futsal Champions League.

As part of the agreement, Crypto.com "will benefit from brand exposure across in-game perimeter LED boards, media interview backdrops and broadcast sponsorship, as well as exclusive on-site activation opportunities at UEFA events," explained the body.

Crypto.com is the first brand to join the ranks of official sponsors of the Champions League over the 2024-2027 cycle. Five other partners, already committed for 2021-2024, have extended their agreements:
• food and beverage group PepsiCo (USA), on 21/06/2023;
• beer brand Heineken (USA), on 19/09/2023;
• food delivery company Just Eat Takeaway.com (NED), on 12/02/2024;
• payment solutions provider Mastercard (USA), on 05/06/2024;
• video game console PlayStastion (Sony group, JPN), on 08/08/2024.

• Crypto.com previously become the…