UEFA is seeking sponsors from the crypto exchange sector

UEFA, the governing body of European soccer, is seeking sponsors from the crypto exchange sector for the upcoming 2024-2027 cycle of its prestigious men’s Champions League (UCL) club competition. Interested parties have until March 20 to submit offers via email to [email protected], according to a report from Sportcal.

While UEFA has already received one offer in this category, the organization is actively seeking additional sponsors from the cryptocurrency exchange sector. The search for sponsors began in May 2022 in collaboration with Team Marketing, UEFA’s club competitions partner agency.

For the current commercial cycle, UEFA has partnerships with eight global sponsors for the Champions League, including brands like PlayStation, Walkers/Lays, FedEx, Mastercard, Turkish Airlines, and Oppo. The Europa League and Conference League, UEFA’s secondary club competitions, have secured sponsors such as Heineken 0.0, Hankook, Enterprise, Swissquote, Just Eat, and Bwin.

Although UEFA previously called for bids from the financial sector, including cryptocurrency exchanges, no crypto firm emerged as a successful bidder during that process. Despite setbacks like Crypto.com’s failed £428 million sponsorship deal in 2022, UEFA remains committed to exploring partnerships in the cryptocurrency exchange sector.

Recently, Just Eat Takeaway.com renewed its sponsorship of all three UEFA men’s club competitions for the 2024-2027 cycle. The agreement designates Just Eat Takeaway.com as the official food delivery partner for UEFA’s men’s club competitions, providing brand exposure through various channels such as in-game perimeter LED boards and broadcast sponsorship.

Crypto firms have increasingly sought sponsorship deals with sports teams and arenas to boost their visibility and customer base. In 2021, Crypto.com secured naming rights to the former Staples Center, now called Crypto.com Arena, for $700 million. Additionally, Crypto.com entered a $175 million deal to sponsor the UFC, featuring its logo on fight gear. The company has also partnered with the Philadelphia 76ers, Formula 1 Racing, and basketball superstar LeBron James for promotional activities.