Bitget, a major cryptocurrency platform, announced on Monday that it had signed a partnership agreement with Lionel (Leo) Messi, one of the most popular football players worldwide and a holder of record-breaking Ballon d’Or Awards.
According to the press release, the partnership will allow Messi fans to explore the potential of cryptocurrency trading and Web3 opportunities. For Messi, the recipient of six European Golden Shoes, it is not a first encounter with the crypto world. In March 2022, he inked a multi-year partnership with Socios.com, a fan token platform.
“We try to reflect the diversity and richness of our platform community in the partnerships we choose. We open up Web 3 to sports fans; they open the field to crypto traders. As the Football World Cup approaches, Messi is to lead Argentina to new glory. We are honoured to have such a force of nature collaborate with us,” Gracy Chen, the Managing Director of Bitget commented.
For Bitget, it is not the first time sport meets crypto. The cryptocurrency exchange established in 2008 is currently sponsoring the Italian football club, Juventus F.C. In August, the company informed it is extending its current partnership for another year.
Bitget’s adventure with football did not stop with Leo Messi or Juventus, as it inked a sponsorship deal with Galatasaray, the Turkish football club, in February 2022.
Sports Sponsorship Helps Crypto Firms Build Brand Awareness
The popularity of sponsorship deals among trading companies mainly contracts for difference (CFDs) brokers, now also crypto platforms and exchanges, clearly show that their marketing departments are eagerly showering money on promotional campaigns, including popular brands and athletes.
Some even think the crypto industry is taking the niche over, pushing the CFD brands back. 10 years ago XTB logo could be found on Vodafone Mercedes F1 racing team cars. However, a decade has passed, and while retail brokers are still visible on the sports sponsorship scene, the biggest deals are taken by crypto companies.
Back in 2021, leading cryptocurrency trading platforms, Crypto.com and FTX invested $1 billion into the world of sports. FTX inked a $135 million deal for Miami Heat Arena. Crypto.com paid $175 million to secure a decade-long agreement with the Ultimate Fighting Championship (UFC), a mixed martial arts (MMA) organization.