Cryptocurrency exchange Crypto.com will be sponsoring this year’s largest sporting event, the 2022 FIFA World Cup, in Qatar. The agreement will make Crypto.com an exclusive cryptocurrency trading platform for the tournament.
Crypto sponsors are no longer a novelty in the world of football. In 2021, deals of this kind were unveiled in almost every major league in Europe, including Crypto.com’s sponsorship of Italy’s Serie A and EToro’s deals, which cover more than half of the clubs in the Premier League.
A 2018 FIFA World Cup sponsorship cost between $9 and $23 million, according to sponsorship analytics firm Hookit. For a company such as Crypto.com that signed a $700 million 20-year naming rights contract with LA’s former Staples Center, a $175 million deal with the UFC, and a $100 million sponsorship with Formula 1, it might not seem like much.
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