For the upcoming 2024-2027 men’s Champions League(UCL) competition, UEFA is seeking sponsorship from cryptocurrency exchanges. The Sportcal report states that interested parties have until March 20 to submit formal bids via email to uccpartners@team.ch
The report said UEFA has already received one offer, but the organization is still actively seeking sponsors from the cryptocurrency exchange industry. “In cooperation with Team Marketing, UEFA’s partner agency for club competitions, we have launched a search for sponsors in May 2022.”
UEFA is working with partners from various sectors
For the current commercial cycle, UEFA has partnered with eight global Champions League sponsors, including major brands such as PlayStation, Walkers/Lays, FedEx, Mastercard, Turkish Airlines and Oppo.
TheEuropa League and Conference League, UEFA’s secondary club competition, have attracted sponsors including Heineken 0.0, Hankook, Enterprise, Swissquote, Just Eat and Bwin.
The organization had already called for bids from the financial sector, including cryptocurrency exchanges, to secure sponsors for the 2024-2027 cycle. However, during that process, no crypto company emerged as the winning bidder .
Crypto.com reports that it was in talks for a five-season Champions League contract for a staggering £428 million in 2022 . Unfortunately, a deal could not be reached at the last minute due to concerns over stricter regulations on cryptocurrencies. Regardless, UEFA is still looking for partners in the cryptocurrency exchange industry.
International online food provider Just Eat Takeaway.com recently confirmed that it is sponsoring all three UEFA men’s club competitions from 2024 to 2027. As part of the deal, Just Eat Takeaway.com receives official food supplier designation for UEFA men’s club competitions, including the Champions League.
LED boards around the perimeter of the game, media interview backdrops and broadcast sponsorships will help the company promote the brand. Just Eat Takeaway.com’s presence in European soccer will be further strengthened with exclusive on-site activation opportunities during matches.
Crypto companies want to sponsor sports teams.
Crypto companies are increasingly seeking to make their presence felt in the sports world through significant sponsorship deals with arenas and teams, aiming to increase their visibility and customer base.
In 2021, Crypto.com spent $700 million for the naming rights to the former Staples Center, where the Los Angeles Lakers play. The venue is now officially called Crypto .com Arena.
The exchange also struck a $175 million deal to sponsor the UFC. Under this agreement, the exchange’s logo was placed in various locations during the event’s broadcast for ten years .
What’s more, the company has engaged in a number of other sports partnerships , including with the Philadelphia 76ers team , Formula One Racing , and even involved basketball superstar LeBron James in its promotional efforts.
It is worth noting that the now-defunct FTX cryptocurrency exchange also managed to sign a number of sponsorship deals with sports companies. FTX became the first crypto company to secure naming rights to a major sports venue through a 19-year, $125 million partnership with the Miami Heat.
