LaLiga today announced a multi-year partnership with “crypto-made-easy” pioneer Divi to become its official crypto wallet for the Middle East and North Africa (MENA) and Southeast Asia and China regions. A world first for a football league, the deal will raise awareness of Divi’s wallet to an audience of over 1 billion.

Aligned through shared values of driving innovation and creating meaningful customer relationships via rich, engaging experiences, Divi was selected for its focus on accessibility and ease of use, social inclusion and education.

The regions covered by the deal are considered by many experts to be emerging as the next crypto capitals. According to LaLiga’s latest research, they are also areas where crypto is taking off among fans. Data from this year reveals that one in 10 fans in the MENA region are crypto investors and that six out of 10 crypto investors in the region are LaLiga fans.

“Crypto is being embraced by football fans and we want to bring in partners who demonstrate our understanding of what’s important to them and align with our values. In that regard, Divi Labs was an obvious choice,” said Oscar Mayo, executive director at LaLiga. “Much like LaLiga, they are a challenger brand that is innovating its sector. Like us, they are driven to deliver the very best experience to their fans. But, perhaps most importantly, they, like us, care about building close links with their community, and are driven to leave a long-lasting positive impact on everyone they reach,” he continued.

The partnership will push the boundaries of brand activation through a comprehensive schedule of activities. Areas include the creation of unique content and player-driven experiences that will help educate fans about crypto, leveraging off key LaLiga assets and platforms including TV, experiential events and the integration of corporate social responsibility initiatives to build awareness of, and facilitate access to, essential services in local communities undergoing challenges that can be solved through crypto.

“Our partnership with LaLiga gives us a powerful platform from which to reach and engage new audiences around the world and deliver on our mission to enable people from all walks of life to engage in the crypto economy and achieve financial freedom and inclusion,” said Nick Saponaro, CEO of Divi Labs. “Critically, it also offers a launchpad from which to get our products into the hands of people who need them most. The partnership will allow us to accelerate the creation of real-world initiatives that help some of the most in-need communities on the planet.”

By removing barriers to entry, innovating new, frictionless technologies and delivering use cases for the developed and developing world, Divi Labs is on a mission to help people across the globe engage in the crypto economy and achieve financial freedom and inclusion. Its self-custodial mobile wallet comes loaded with innovative features that deliver on the company’s promise of individual control and financial sovereignty. They include Divi’s patented 1-Click Masternode (MOCCI™) and staking vault technologies that make earning and owning crypto as easy as pressing play on Spotify.

Now that the hard work has been done and its core technologies have been implemented, Divi Labs’ next step is to bridge into decentralized finance (DeFi) and work with LaLiga, its audience and partners to shape the roadmap by defining the features they’d like to come next.

About LaLiga

LaLiga is a global, innovative, socially responsible organization and a leader in the leisure and entertainment sector. It is a private sports association composed of 20 teams in LaLiga Santander and 22 in LaLiga SmartBank, and is responsible for the organization of these national professional football competitions. In the 2018/2019 season, LaLiga reached more than 2.7 billion people globally. With headquarters in Madrid, Spain, it is present in 55 countries through nine offices and 46 delegates. The association carries out its social action through its Foundation and is the world's first professional football league with a league for intellectually challenged footballers, LaLiga Genuine Santander.

About Divi

Divi is on a mission to improve people’s lives by making crypto easy and accelerating its mainstream adoption.

Everything Divi does is in service of its vision: the delivery of a new paradigm for financial services, one that is truly decentralized, accessible to all and works for everyone.

Contact us for more information.

LaLiga communications department: / Tel.: +34 912 055 000/
Mob.: +34 616 035 335 / @LaLiga on Twitter / LaLiga on Facebook / LaLiga on Instagram

Media contact

Sharmee Mavadia
Mobile (UK): +44 7904 732 273