A major British soccer team, Liverpool FC is reportedly in talks with a cryptocurrency firm to be the club’s main shirt sponsor. According to Sport Bible, citing The Athletic, if a deal is reached with the unnamed company, they could become a sponsor from next summer.
Despite the potential sponsorship deal earning Liverpool over GBP 70 million in two seasons, it will likely be controversial due to environmental concerns and the lack of regulatory oversight regarding cryptocurrency. While other Premier League clubs have sponsorship deals with cryptocurrency companies, none of them has one as their main shirt sponsor.
All six of these clubs have contracts with Socios, a crypto firm that sells 'fan engagement tokens'. They include Arsenal, Aston Villa, Crystal Palace, Everton, Leeds United and Manchester City. The club was negotiating with crypto firms after launching its own non-fungible tokens (NFTs) in March.
Digital artwork of players and coaching staff at Anfield were auctioned off by Sotheby's for $75 (GBP 57) each, a total of $12.8m (GBP 9.8 million).
FIFA World Cup and Crypto Sponsorship
Recently, Crypto.com, one of the fastest-growing digital asset trading platforms, confirmed its partnership with FIFA. According to the details of the sponsorship deal, the cryptocurrency trading platform will become an official sponsor of FIFA World Cup Qatar 2022.
FIFA World Cup is one of the biggest sporting events across the world. With massive viewership, the event is a perfect fit for global companies to increase their brand awareness. According to the digital asset services provider, the sponsorship deal with FIFA for the upcoming World Cup will boost its brand exposure.
The presence of Crypto.com in global sports is nothing new. In 2021, the cryptocurrency trading platform partnered with some of the leading names in global sports, including UFC, PSG and Philadelphia 76ers. While the company has already increased its global presence, the partnership with FIFA will drive its brand awareness in new markets.
