UEFA, the governing body of European soccer, actively seeks 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 formal offers via email to uccpartners@team.ch, as per Sportcal report.
UEFA Inks Partnerships with Partners in Different Sectors
For the current commercial cycle, UEFA has established partnerships with eight global sponsors for the Champions League. Notable brands include 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.
Crypto Firms Aim For Sponsorship Deals with Sports Teams
Crypto firms increasingly seek to make their mark in the sports world through significant sponsorship deals with arenas and teams. In 2021, Crypto.com spent $700 million for the naming rights to the former Staples Center, now officially called Crypto.com Arena. The exchange also entered a $175 million deal to sponsor the UFC, placing its logo on various fight gear. Additionally, Crypto.com has engaged in partnerships with the Philadelphia 76ers, Formula 1 Racing, and featured basketball superstar LeBron James in its promotional efforts.
FTX, now-defunct, managed to ink sponsorship deals with sports companies, becoming the first crypto company to secure naming rights to a major sporting venue through a 19-year partnership worth $125 million with the Miami Heat.
UEFA Continues to Pursue Crypto Sponsorship
Despite previous setbacks, UEFA remains committed to exploring partnerships in the cryptocurrency exchange sector. Just Eat Takeaway.com renewed its sponsorship of all three UEFA men’s club competitions for the 2024-2027 cycle. The agreement grants Just Eat Takeaway.com the official designation as the food delivery partner for UEFA’s men’s club competitions, including the Champions League. The company will receive brand exposure through various channels, enhancing its presence in European football.