Digital asset exchange platform Crypto.com will be prominently featured in football matches during Italy’s Lega Serie A competition as part of a partnership with the league.
In a Thursday announcement, Lega Serie A said Crypto.com was going to be presenting key broadcast moments for the Italian football competition “where technology enhances the match.” Specifically, the platform has formed a multi-year partnership to help present the series’ “goal of the month,” as well as broadcast moments using video playback to judge fouls and whether goals are legitimate.
Crypto.com sponsored Lega Serie A in the Coppa Italia football cup in May, when it launched a nonfungible token, or NFT, offering for the event. The exchange said it planned to release more collections of NFTs as a result of the new partnership.
According to Lega Serie A CEO Luigi De Siervo, the aim is “to bring fans closer through technology and innovation.” He hinted the league would be revealing more commercial and marketing initiatives in the coming months to encourage fan engagement.
Crypto and blockchain firms have made a rapid expansion into sports this year as many exchanges have announced partnerships with amateur and professional teams. In July, Crypto.com announced a 10-year $175-million partnership with the Ultimate Fighting Championship, allowing its brand to appear on gear and clothing. The platform has also inked a deal with Formula 1 as the racing series’ official cryptocurrency sponsor and NFT partner.