Singaporean-based cryptocurrency exchange Crypto.com has been announced as an official sponsor of the 2022 FIFA World Cup. With the event scheduled to take place in Qatar later this year, the company’s latest multi-million dollar deal further cements crypto’s presence in elite sports.
According to FIFA, Crypto.com branding will feature prominently both inside and outside of the tournament’s venues, while customers of the exchange app will have the opportunity to attend matches virtually as well as win merchandise prizes.
“We are delighted to have a global brand like Crypto.com join us as a sponsor of the exciting and groundbreaking FIFA World Cup in Qatar, ultimately helping to grow our beautiful game on a global scale,” says Kay Madati, FIFA Chief Commercial Officer.
“Crypto.com has already demonstrated a commitment to supporting top-tier teams and leagues, major events and iconic venues across the world, and there is no platform bigger, or with a greater reach and cultural impact, than FIFA’s global platform of football.”
Given how over 3.5 billion viewers tuned in for Russia’s 2018 FIFA World Cup, the partnership is set to provide Crytpo.com with (even more) international exposure at the world’s single biggest sporting event. And represents the tip of the multi-hundred-million-dollar iceberg that is Crypto.com’s aggressive brand awareness strategy.
In November of last year, after coughing up $700 million, the company acquired the naming rights to the iconic Staples Center for the next 20 years, rebranding it as the Crypto.com Arena. Just a month ago, it was locked in as a core sponsor of this year’s Formula 1 Miami Grand Prix, scheduled for May. Other high-profile deals have also been made with the AFL and UFC.
The crypto trading platform, which currently has 10 million-plus customers, predicts that the number of total crypto owners will exceed a billion by the end of 2022 – a considerable leap from the 300 million in 2021. But in the relentless fight for market share, other crypto firms aren’t exactly backing down from the fight.
As you may recall, the NBA has recently signed Coinbase as its exclusive cryptocurrency sponsor in yet another multi-year deal. FTX also managed to ink a contract with their newest brand ambassador, Naomi Osaka. The Japanese tennis prodigy joins Steph Curry and Tom Brady in promoting the FTX name, where she will reportedly produce content in an attempt to reach young women regarding crypto.