Crypto.com partners with Italian football team Lega Serie A, the firm has also signed partnership agreements with the UFC and Formula 1 earlier this year.
Crypto.com, a digital asset exchange, will be prominently promoted in football matches during Italy’s Lega Serie A competition as part of a league agreement.
Lega Serie A said on Thursday that Crypto.com would showcase critical broadcast moments for the Italian football league “where technology enriches the sport.”
The platform has signed a multi-year deal to assist in the presentation of the series’ “goal of the month,” as well as broadcast moments that use video replay to determine fouls and whether goals are legal.
In May, Crypto.com sponsored Lega Serie A in the Coppa Italia football tournament by launching a nonfungible token (NFT) offering for the competition. As a result of the new agreement, the exchange said it plans to produce more NFT collections.
The goal, according to Luigi De Siervo, CEO of Lega Serie A, is to “bring fans closer together through technology and creativity.”
In the coming months, he intimated that the league might announce more commercial and marketing measures to increase fan engagement.
This year, crypto and blockchain companies have rapidly expanded into sports, with many exchanges announcing collaborations with amateur and professional teams.
Crypto.com struck a 10-year, $175-million deal with the Ultimate Fighting Championship in July, allowing its logo to appear on gear and apparel.
The platform has also signed a contract to become the official cryptocurrency sponsor and NFT partner of Formula 1.
