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Why crypto companies are so desperately trying to get into football sponsorships

Cryptocurrencies have become increasingly popular in recent years, with more and more people investing in digital assets like Bitcoin, Ethereum, and others. At the same time, football (or soccer, depending on where you are in the world) remains one of the most popular sports in the world, with billions of fans tuning in to watch matches and support their favorite teams.

The intersection of these two trends has led to a growing interest in football sponsorships among crypto companies. From major European teams like Paris Saint-Germain and Manchester City to smaller clubs like Gibraltar United, a growing number of football teams are accepting sponsorships from crypto companies.

But why are crypto companies so interested in football sponsorships? This article will explore the reasons behind this trend, including the potential benefits and risks associated with crypto companies getting involved in the world of football. In addition, we’ll discuss the role of gambling in this dynamic and how it might be driving some of the interest in football sponsorships.

Football Sponsorships: A Brief Overview

Sponsorships play a crucial role in the world of football. They provide clubs with a significant source of revenue, allowing them to invest in players, facilities, and other aspects of their organization. In addition, sponsorships also help brands increase their exposure and reach new audiences through association with popular football teams.

Notable brands from various industries have invested in football sponsorships, including Nike, Adidas, Coca-Cola, and many others. These sponsorships can take various forms, including shirt sponsorships, stadium naming rights, and official partnerships. For example, Nike is the official supplier of kits for some of the biggest football teams in the world, such as Barcelona, Paris Saint-Germain, and Liverpool. Similarly, Coca-Cola has been an official sponsor of the FIFA World Cup since 1978.

In recent years, crypto companies have joined the ranks of brands sponsoring football teams. These sponsorships have become increasingly common, with some teams even accepting payment in cryptocurrency. Examples of football teams sponsored by crypto companies include Paris Saint-Germain, Manchester City, and AC Milan. By sponsoring these teams, crypto companies are hoping to gain greater exposure and establish themselves as credible players in the world of sports sponsorship.

The Role of Gambling in Cryptocurrencies and Football

The connection between cryptocurrencies, football, and gambling is an interesting one. Cryptocurrencies, with their decentralized nature and anonymous transactions, have become a popular payment method for online gambling. Similarly, football has long been associated with sports betting, with fans placing bets on everything from match outcomes to the number of yellow cards issued during a game.

Given this overlap, it’s not surprising that crypto companies are interested in sponsoring gambling-related football events. For example, some football teams have partnered with online casinos to offer sports betting with Bitcoins, allowing fans to place bets using cryptocurrency. Additionally, some crypto companies have sponsored football events that are directly related to gambling, such as the World Series of Poker.

By sponsoring these types of events, crypto companies are hoping to tap into the growing popularity of both cryptocurrencies and online gambling. They are also hoping to attract new users to their platforms by offering innovative and exciting ways to use digital assets. However, it’s worth noting that there are potential risks associated with this type of sponsorship, including concerns over problem gambling and potential regulatory issues.

Overall, while the connection between cryptocurrencies, football, and gambling may seem unlikely, it’s clear that there is significant overlap between these areas. As such, it makes sense for crypto companies to explore opportunities to sponsor football events that are related to gambling, such as sports betting. However, it’s important for both the crypto industry and the football industry to proceed with caution and consider the potential risks and benefits of these partnerships.

The Potential Risks of Cryptocurrencies and Football Sponsorships

While there are potential benefits to crypto companies sponsoring football teams and events, there are also significant risks that must be considered. One major concern is the potential for controversies and negative publicity that could arise from these partnerships.

For example, some critics have raised concerns over the potential for money laundering and other illicit activities associated with the use of cryptocurrencies in sports betting. There are also concerns over the potential for problem gambling and addiction, particularly among vulnerable populations.

In addition, there have been several controversies surrounding crypto sponsorships in football. For example, in 2021, the UEFA Europa League came under fire for allowing a cryptocurrency exchange to sponsor the tournament, with some critics arguing that this could contribute to the normalization of crypto assets in gambling and sports betting. Similarly, the sponsorship deal between Paris Saint-Germain and has faced scrutiny over potential conflicts of interest, as well as concerns over the environmental impact of cryptocurrency mining.

These controversies highlight the potential risks associated with crypto sponsorships in football. While these partnerships can provide significant financial benefits for both parties, they also raise ethical and regulatory concerns that must be addressed. As such, it’s important for both the crypto industry and the football industry to carefully consider the potential risks and benefits of these partnerships, and to take steps to mitigate any negative impacts.


In conclusion, the intersection of cryptocurrencies and football sponsorships has become a growing trend in recent years. As the crypto industry continues to expand, many companies are looking for new ways to promote their products and services, and football sponsorships have become a popular avenue for achieving this.

While there are potential benefits to these partnerships, such as increased exposure and revenue for both parties, there are also significant risks that must be considered. These include concerns over problem gambling, money laundering, and other illicit activities associated with the use of cryptocurrencies in sports betting. In addition, controversies surrounding crypto sponsorships in football have highlighted the need for careful consideration of the potential ethical and regulatory implications of these partnerships.

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