UEFA Searching For Crypto Exchange Sponsors For Champions League
UEFA, the governing body of European soccer, is looking to secure sponsors from the crypto exchange sector for the upcoming 2024-2027 cycle of its prestigious men’s Champions League (UCL) club competition.
According to a report from Sportcal , interested parties have until March 20 to submit their formal offers via email to [email protected].
The report added that 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 conjunction with Team Marketing, UEFA’s club competitions partner agency.
For the current commercial cycle, UEFA has established partnerships with eight global sponsors for the Champions League, including notable brands such as 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.
In order to attract sponsors for the 2024-2027 cycle, UEFA had previously called for bids from the financial sector, including cryptocurrency exchanges.
However, no crypto firm emerged as a successful bidder during that process.
In 2022, Crypto.com was reportedly set to sponsor the Champions League for a staggering £428 million over five seasons.
Unfortunately, the agreement fell through at the last moment due to concerns about increased cryptocurrency regulations.
Despite this setback, UEFA remains committed to exploring partnerships in the cryptocurrency exchange sector.
UEFA came very close to a huge crypto sponsorship in 2022 (as reported by SportBusiness at the time).
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