Crypto.com and Lega Serie A, Italy’s top professional football league, have announced a multi-year partnership that will see Crypto.com become the league’s premier partner. In a blog post published on 19 August, the company said the partnership will integrate Crypto.com into all match broadcasts. Crypto.com will also act as the presenting partner of Virtual Assistant Referee (VAR) and Goal Line Technology.
Lega Serie A’s VAR Center in Lissone will also be rebranded as the Crypto.com VAR Center. In addition to that, Crypto.com will also present the Lega Serie A Goal of the Month awards.
The partnership is an extension of a sponsorship deal Crypto.com stuck with Lega Serie A during the Coppa Italia event in May this year. The sponsorship deal made Lega Serie A the first sports league in the world to sign a partnership with the platform, which it then used to launch an NFT collection. Crypto.com said that new NFT collections related to Serie A, Coppa Italia, and Supercoppa Italiana will be released as part of the new partnership.
Luigi De Siervo, the CEO of Lega Serie A, said that the partnership with Crypto.com strengthens the brand of the league worldwide. During the next several months, the league will work with Crypto.com to develop a number of new commercial and marketing initiatives to expand its fan base, he noted in the blog post.