2022-09-01 18:04:14
Crypto.com Withdraws €500M UEFA Champions League Sponsorship
Crypto.com has pulled out of a five-year €500 million sponsorship deal with the UEFA Champions League at the last minute, SportBusiness reports.
According to the publication, the company was supposed to replace Gazprom as the title sponsor of the tournament. The European football organization terminated the contract with the Russian holding in March after the Russian invasion of Ukraine.
Arrangements with Crypto.com implied the payment of €100 million per season by the platform, compared to about €40 million from Gazprom.
According to SportBusiness sources, the parties agreed on the deal in principle and were close to signing the agreement. Supposedly, in the history of the football union, this turned out to be the most advanced stage of negotiations, at which a commercial contract fell apart.
The interlocutors of the publication emphasized that the refusal of Crypto.com from sponsorship is not connected with the crisis that has gripped the cryptocurrency market. The company has faced legal challenges in some key European countries, including the UK, France and Italy, regarding the scope of its licenses.
Phil Carling, managing director of the Octagon agency, drew attention to the reduction in the financial flow to sports from the crypto industry:
“Until three months ago it was a hot sector and they were offering crazy money for premium rights. Now we do not observe this in any of the processes that we support. I'm not saying it's forever, everything can come back. But for now, the big money deals and breakthroughs in terms of commissions we've been getting are gone."
According to the publication, Crypto.com has recently allocated more than $1 billion for sports sponsorship. Among other things, this includes agreements with:
- the Staples Center in Los Angeles ($700 million);
- auto racing series "Formula 1";
- the UFC mixed martial arts league ($175 million over 10 years);
- Australian Football League;
- FIFA World Cup in Qatar;
- French club Paris Saint-Germain (at least $25 million over three years).
Recall that in February, Crypto.com, along with Coinbase and FTX, showed a record number of ads during the Super Bowl. A 30 second post cost $6.5 million.
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