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Sponsorships of Crypto Brands in Sports: has sponsorship deals with the car racing championship Formula One, the Italian association football league Serie A, the MMA promoter UFC, the French football team Paris Saint-Germain F.C., the American NBA basketball team the Philadelphia 76ers, the Canadian NHL ice hockey team the Montreal Canadiens.

Here are individual reviews of's sponsorships in the sports industry.

PSG and

Innovation-driven Paris Saint-Germain (PSG) has announced a multi-year partnership agreement with the world’s fastest growing crypto platform, will become the Official Cryptocurrency Platform Partner of the Parisian club and the partnership will also include the release of exclusive Non-Fungible Tokens (NFTs) on’s native NFT platform: In addition, for the first time ever for an agreement of such a scale, will pay a significant portion of the sponsorship fee using the cryptocurrency token CRO.

Serie A and

Lega Serie A will feature in all match broadcasts and rebrand their VAR center as the VAR Center. The league will also work with to launch new NFT collections and explore other commercial and marketing initiatives to grow its user base. and Lega Serie A, Italy’s top professional football league, have announced a multi-year partnership that will see become the league’s premier partner. In a blog post published on 19 August, 2021, the company said the partnership will integrate into all match broadcasts. will also act as the presenting partner of Virtual Assistant Referee (VAR) and Goal Line Technology.

Lega Serie A’s VAR Center in Lissone will also be rebranded as the VAR Center. In addition to that, will also present the Lega Serie A Goal of the Month awards.

The partnership is an extension of a sponsorship deal stuck with Lega Serie A during the Coppa Italia event in May past year. The sponsorship deal made Lega Serie A the first sports league in the world to sign a partnership with the platform, which it then used to launch an NFT collection. said that new NFT collections related to Serie A, Coppa Italia, and Supercoppa Italiana will be released as part of the new partnership.

UFC and

Cryptocurrency trading site has signed a kit sponsorship with UFC, becoming the MMA league’s first global fight kit partner. The deal is reportedly worth $175 million over 10 years, according to CNBC. logo UFC 264: Poirier vs. McGregor 3 appeared in the fight kits worn by all UFC athletes during the July 2021 contests. The brand appeared on the shirts and hoodies of the fighters, as well as on the uniforms worn by the training staff. branding was also integrated into UFC live stream and online broadcasts, pay-per-view and UFC social media channels.

F1 and

The deal is a global partnership and will provide a brand presence in Formula 1′s Sprint series. F1 used sports firm Creative Artists Agency to negotiate the five-year deal with Formula 1 landed a new sponsor Tuesday in a deal with, a platform that allows users to buy and sell cryptocurrencies. The terms of the agreement were not provided, but people familiar with the pact told CNBC it’s a five-year deal that totals more than $100 million.

As part of the agreement, will get brand presence around F1 events, including the new Sprint qualifying format that will be used in some races to determine the starting positions of the cars. will also receive trackside slots at F1 races for the remainder of the season.

The deal took effect on July 17, a day before the 2021 British Grand Prix at Silverstone Circuit in England.

Aston Martin F1 and

After more than 60 years away from Formula One, Aston Martin returned to Grand Prix racing last year as the Aston Martin Cognizant Formula One™ Team.

Dedicated to this landmark event, the NFT collection captures the very first moments of the team’s return to grand prix racing after an absence of more than six decades. CMO Steve Kalifowitz commented on the partnership:

“We worked closely with [Aston Martin Racing] on content creation, strategy, and bringing to our customers, uncontroversially, valuable content. People were able to buy, as collectibles, the first videos and moments of Sebastian [Vettel] and Lance [Stroll] driving the new car.”

You can view this collection by following this link.

Philadelphia 76ers and

The Philadelphia 76ers announced a new partnership with in September 2021, naming the crypto company as the team's official jersey partner. The partnership is also’s first in the NBA.

The patch made its official team uniform debut for the regular season when the 76ers faced the New Orleans Pelicans on Oct. 20, 2021. Arena Arena is a multi-purpose arena in Downtown Los Angeles. The arena opened on October 17, 1999; it was known as Staples Center until December 2021 when Singapore-based acquired the naming rights.

The downtown Los Angeles venue — home of the Lakers, Clippers, Kings and Sparks — will wear the new name for 20 years under a deal between the Singapore cryptocurrency exchange and AEG, the owner and operator of the arena, both parties announced Tuesday. paid more than $700 million for the naming rights, according to sources familiar* with the terms, making it one of the biggest naming deals in sports history.

* According to the Associated Press, is paying $700 million over 20 years to rename the building. on hockey: Montreal Canadiens and the Ice Hockey World Championship cryptocurrency exchange has signed a sponsorship deal with the 24-time Stanley Cup–winning Montreal Canadiens of the National Hockey League (NHL) in March 2021.

The one-year deal, the financial terms of which were not disclosed, is the team’s first with a cryptocurrency firm. It includes branding on the ice at the Bell Centre. announced its partnership with the IIHF Ice Hockey World Championship in May 2021.

In a joint release with the sports body, the crypto trading platform revealed they have become the official cryptocurrency and NFT sponsor for the ice hockey tournament. This is a two-year deal, which taking place in Riga, Latvia with the 2021 World Championship. The contract also covers the next tournament in Finland.

According to’s post on Twitter, they will release a series of special NFTs to commemorate the tournament. Their release indicates this NFT collection will only be available on the platform. The series will feature some of the greatest moments from across the International Ice Hockey Federation (IIHF) tournament’s 90-year history.

Canada took home the gold at the 2021 IIHF World Championship finals in a historic match against Finland in Riga, Latvia. To celebrate,’re offering Gold Packs featuring highlights of some of the biggest moments in Canadian hockey history from the past 12 years.

Each pack contains 3 NFTs of varying rarity: for some collectibles, 100 editions will be made; for others, 30; and the rarest only 5. You can view this collection by following this link.


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