FIFA – the global football body – said on Tuesday it has reached an agreement on a sponsorship deal with Singapore-based Crypto.com for the 2022 Qatar World Cup.
The company will be the exclusive cryptocurrency trading platform for the showpiece event in Qatar, which runs from November 21 to December 18.
“Crypto.com has already demonstrated a commitment to supporting top-tier teams and leagues, major events and iconic venues across the world,” Kay Madati, FIFA’s chief commercial officer, said.
“And there is no platform bigger, or with a greater reach and cultural impact, than FIFA’s global platform of football.”
The partnership with FIFA is the latest big investment in sport for Crypto.com, who inked sponsorship deals with the NBA team Philadelphia 76ers, the Ultimate Fighting Championship and Formula 1 last year.
The company, founded in 2016, also acquired naming rights to the Staples Centre, home of the NBA franchise Los Angeles Lakers, in a 20-year deal reportedly worth more than $700 million.
“Through our partnership with FIFA, we will continue to use our platform in innovative ways so that Crypto.com can power the future of world-class sports and fan experiences around the world,” Crypto.com co-founder and chief executive Kris Marszalek said.
- Reuters, with additional editing by George Russell