The UEFA Champions League 2024/25 is in its thrilling quarter-final stage, and every remaining team has secured partnerships with cryptocurrency companies, highlighting the growing influence of digital currencies in global sports.
Prominent clubs like Arsenal, Aston Villa, PSG, and Inter Milan have teamed up with Socios.com, a platform focused on fan tokens, enhancing fan engagement. Meanwhile, major crypto exchanges such as Coinbase and Bitpanda have signed on as sponsors for Borussia Dortmund and Bayern Munich, respectively.
As the tournament progresses, crypto sponsorships continue to gain traction across the football world. The UEFA Champions League has seen a shift in sponsorships over the years, with Crypto.com being the first official crypto sponsor, having signed a $495 million deal before ending its partnership in 2022. Today, newer crypto companies are taking center stage, although the specifics of the sponsorship deals are not publicly disclosed.
The quarter-finals have already featured some exciting upsets, such as Liverpool’s unexpected penalty shootout loss to PSG and Arsenal’s stunning 3-0 victory over Real Madrid. As tonight’s matches unfold with Barcelona facing Borussia Dortmund and PSG taking on Aston Villa, the increasing presence of crypto sponsorships is clear. In fact, 23 out of the 36 clubs in this year’s competition have some form of crypto partnership.
This surge of crypto involvement in football marks a new chapter for the sport, blending digital finance with traditional fan culture, and signaling a future where cryptocurrencies play a more integral role in global sports sponsorships.
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