The multi-year deal will see Crypto.com become the first Innovation & Technology partner in Italian professional football.
Crypto.com, one of the world’s fastest-growing cryptocurrency platforms, is now the first Innovation & Technology Partner to sign a deal with an Italian football league. The platform had previously signed deals with Ultimate Fighting Championship (UFC) and Formula 1. According to a press release from Crypto.com, the deal will feature the brand in all match broadcasts and promises the debut of unique non-fungible token (NFT) collectibles for fans to interact with.
The news specifies that Crypto.com will be featured on the broadcast “in each moment where technology enhances the match, as the presenting partner of Virtual Assistant Referee (VAR) and Goal Line Technology. Lega Serie A’s VAR Center in Lissone will also be co-branded as the Crypto.com VAR Center.” Crypto.com will also present the Lega Serie A Goal of the Month award along with helping to create new awards for the league.
Lega Serie A continues to innovate
The platform previously signed a deal with Lega Serie A’s Coppa Italia in May. As a result, Lega Serie A became the first sports league to sign a partnership of its kind with a crypto platform. The pair minted an NFT collection for this year’s Coppa Italia and will work on new releases for the Supercoppa Italiana.
Speaking on behalf of the league, CEO Luigi De Siervo said that, “This multi-year agreement confirms the strength of our brand worldwide and through this unique partnership with Crypto.com will write a new page of innovation, bringing our fans closer to the game through technology. Over the next few months, we will be developing a number of commercial and marketing initiatives to expand our fan base and engage more and more fans.”
Kris Marszalek, co-founder and CEO of Crypto.com added that “We are extremely proud to deepen our partnership with Lega Serie A to enhance the fan experience with technology and innovation at the core.”
Lega Serie A is on the cutting edge of innovation as far as European football leagues go. It was the first to introduce the aforementioned VAR technology back in 2017. The role of the VAR is to help the human referees determine if an infringement occurred that would award or deny a goal. During the 2020-21 season, the VAR was used more than 2,300 times.
BeInCrypto has reached out to company or individual involved in the story to get an official statement about the recent developments, but it has yet to hear back.