Bitget, the cryptocurrency exchange endorsed by Lionel Messi, has expanded its partnership with the Italian football club Juventus by becoming the official sponsor of the women's team.

Bitget Becomes a Juventus Women's Team Sponsor

Juventus Women is one of the top women's football teams in Italy. It won five league titles, including two Coppa Italia and three Supercoppa Italiana. The team also plays in the UEFA Women's Champions League, the pan-European football league.

The latest deal was strategic as it will help to bring the crypto exchange's branding to a mass women's football audience.

"We feel a deep affinity with Juventus Women, whose sporting achievements and spirit have rewritten the footballing record books. Sponsoring the Juventus Women's Team will bring crypto to a wider female audience and motivate women to seize the opportunities that life presents," said Bitget's Managing Director, Gracy Chen.

"We're confident that this partnership will develop into a long-running arrangement that will work to the advantage of all parties."

The Rising Popularity of Women's Football

Women's football is not as popular as men's sports, but it is growing at a tremendous pace. Stadiums are getting filled during the women's football matches. In 2020, 3.4 million women and girls played football in England, and the international football governing body, FIFA, aims to have 60 million players globally by 2026.

More people attended the women's matches in #TheHundred (267,000) than attended the T20 World Cup in Australia in 2020 (136,000).

That makes it the best attended women's cricket event, anywhere in the world, EVER.

Astonishing.
— Raf Nicholson (@RafNicholson) August 23, 2021

Juventus Women was founded in 2017, and the team has already built a solid fan base. The team's social media presence is enormous: it has more than 276,000 followers on Instagram and 145,000 on Twitter, while on Facebook, the count is only 49,000.

Bitget did not elaborate on the scope of the sponsorship deal. However, if it aligns with the terms of the deal with Juventus' first team, then the crypto exchange will put its logo on the sleeves of the Juventus Women's team.

Initially, Bitget inked a sponsorship deal with the first team of Juventus in September 2021 and then extended it last year to continue sponsoring the team throughout the 2022-23 playing season. Moreover, the crypto exchange onboarded Argentinian football star Lionel Messi as its brand ambassador.

On top of that, the exchange sponsored the Turkish football club Galatasaray for the 2021-2022 season but did not extend that deal beyond that period.

"We are thrilled to partner with Bitget and share their commitment to promoting gender equality and empowering women in all industries, be it sports or digital technologies," said Tiziana Di Gioia, the Chief Commercial Officer of Juventus. "As a leading football club, we know how important it is to provide equal opportunities for everyone, and we are proud to be associated with a company that shares our values."