The multi-year deal will make Crypto.com the first innovation and technology partner in Italian professional football.
August 20, 2021, | AtoZ Markets – Crypto.com, one of the fastest-growing cryptocurrency platforms in the world, has become the first innovation and technology partner to sign an agreement with the Italian soccer league. Earlier, the platform signed agreements with the Ultimate Fighting Championship (UFC) and Formula 1.
According to the Crypto.com press release, as part of the deal, the brand will be present on all match broadcasts and promises the debut of unique collectible non- exchangeable tokens (NFT) with which fans will be able to enter to interact.
The announcement stated that Crypto.com will be present during the broadcast “at any time the technology enriches the match, as a showcase partner for the Virtual Assistant Referee (VAR) and Goal Line Technology. The VAR Lega Serie A Center in Lissone will also be branded Crypto.com VAR Center.”
Crypto.com will also be showcasing the Lega Serie A “Goal of the Month” award and support the creation of new rewards for the league.
Lega Serie A continues to innovate
In May, the platform signed an agreement with Coppa Italia belonging to Lega Serie A. As a result, Lega Serie A became the first sports league to sign this kind of partnership with the cryptocurrency platform. Partners have created the NFT collection for this year’s Coppa Italia and will be working on new releases for Supercoppa Italia.
Speaking on behalf of the league, CEO Luigi De Siervo said:
“This multi-year deal confirms the strength of our brand worldwide. Thanks to this unique partnership with Crypto.com, we will save a new innovation card, bringing our fans closer to the game through technology. Over the next few months, we will develop a range 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:
“We are extremely proud to deepen our partnership with Lega Serie A to increase the fan experience through technology and innovation.”
Lega Serie A is at the forefront of innovation when it comes to European football leagues. It was the first to introduce the aforementioned VAR technology in 2017. The role of the VAR is to assist human referees in determining whether a rule violation has occurred that could result in a goal being awarded or denied. During the 2020-21 season, the VAR was used over 2,300 times.
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