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UEFA Is Looking For Crypto Sponsors For The Upcoming Champions League For The Seasons 2024-2027


On March 13, UEFA published a tender to find sponsors from the crypto industry. The governing body of European football is inviting cryptocurrency exchanges to advertise during the Champions League over the next few seasons (2024-2027). It is known that at least one application from UEFA has already been received.

Such interest from one of the largest football organizations in cryptocurrency is good. Perhaps more bookmakers will add cryptocurrencies to their list of funding tools. And if you want to place bets on cryptocurrencies, you can Mostbet apk download latest version.

UEFA’s Current Sponsors

UEFA, the governing body of European soccer, has launched a quest to secure sponsors from the cryptocurrency exchange sector for the upcoming 2024-27 cycle of its premier men’s Champions League (UCL) club competition. UEFA has confirmed the receipt of an additional offer in this category, indicating strong interest.

This pursuit aligns with UEFA’s earlier efforts, which began in May 2022, in collaboration with its club competitions partner agency, Team Marketing, to secure sponsors for the UCL 2024-27 season.

Currently, UEFA boasts eight global Champions League sponsors for the ongoing commercial cycle, featuring prominent names such as PlayStation, Walkers/Lays, FedEx, Mastercard, Turkish Airlines, and Oppo. As for the current sponsors of the Europa League and the Conference League, notable brands such as Heineken 0.0, Hankook, Enterprise, Swissquote, Just Eat, and Bwin are among the lineup.

Previous Experience of Finding Crypto Sponsors Failed

In February of the preceding year, UEFA issued a call for bids from the financial sector for sponsorship packages encompassing the UCL, the Europa League, and the Europa Conference League for the 2024-27 period. This invitation is explicitly extended to cryptocurrency exchanges.

However, despite this inclusive call, no cryptocurrency firm emerged as a successful bidder in that round of the process.


In 2022, it was reported that had withdrawn from a sponsorship agreement with UEFA for the Champions League, estimated to be nearly €500 million ($547 million) over five seasons.

The deal’s collapse allegedly occurred abruptly, attributed to apprehensions surrounding the escalating regulations in the cryptocurrency sector.

Recently, Just Eat, an international online food delivery company, reaffirmed its sponsorship of all three UEFA men’s club competitions for the 2024-27 cycle.

The renewed agreement extends to sponsorship rights for the UEFA Super Cup, the UEFA Youth League, and the UEFA Futsal Champions League.

Cryptocurrency Projects Prefer to Invest in Sports Teams

Cryptocurrency firms have been increasingly targeting the sports industry, aiming to enhance their visibility and expand their customer base through significant sponsorship deals with teams and venues.

In 2021, made headlines by investing $700 million for the naming rights to the former Staples Center, now officially rebranded as Arena, home to the Los Angeles Lakers.

Additionally, the exchange struck a $175 million deal to sponsor the UFC, securing prominent placement of its logo on various fight gear, including shorts, top bras, and walk-out hoodies, for a decade.


Beyond these deals, has forged partnerships with a diverse range of sports entities, including the Philadelphia 76ers, and Formula 1 Racing, and leveraging basketball icon LeBron James in its promotional campaigns.

Meanwhile, the now-defunct crypto exchange FTX also made waves in the sports sponsorship realm. FTX notably became the pioneer in securing naming rights to a major sports venue, sealing a 19-year partnership valued at $125 million with the Miami Heat.

Binance has entered the sports sponsorship arena by backing the Argentine team, as well as striking a partnership with Cristiano Ronaldo. Similarly, Bitget has secured sponsorship rights with football legend Lionel Messi. These moves reflect a growing trend of cryptocurrency platforms leveraging sports partnerships to enhance their brand visibility and engagement with a global audience.