Bitpanda, an Austrian cryptocurrency exchange, recently announced a partnership with Italian football club AC Milan. The deal will see Bitpanda become the club’s premium partner and official crypto trading partner. As part of the collaboration, Bitpanda will have prominent branding at the San Siro stadium, including TV-relevant LED boards, and through AC Milan’s media channels. Exclusive events will also be held for the Bitpanda community, offering the chance to win tickets to games, merchandise, and invitations to VIP events. The partnership aims to blend AC Milan’s iconic legacy with Bitpanda’s position as Europe’s crypto leader.
Eric Demuth, co-founder and CEO of Bitpanda, expressed enthusiasm about the partnership with AC Milan, emphasizing the club’s long-term commitment and legacy. Bitpanda aims to solidify its position as a market leader in Italy through this strategic partnership with AC Milan, a club with a massive fan base of 500 million supporters. The collaboration with AC Milan aligns with Bitpanda’s goal of increasing brand visibility and reaching a wider audience in the European market. By leveraging sports partnerships, Bitpanda aims to grow its presence and elevate its brand recognition on an international scale.
In addition to the partnership with AC Milan, Bitpanda has strategically focused its marketing efforts on sponsoring top European sports teams in recent months. The exchange established a high-profile partnership with German football giants FC Bayern Munich in January 2024, further enhancing its brand recognition globally. Bitpanda has also secured partnerships with individual athletes like Swiss tennis legend Stanislas Wawrinka and French rugby star Antoine Dupont, as well as sponsored various tennis tournaments. This sports-focused marketing approach has been instrumental in expanding Bitpanda’s reach and visibility in the competitive European market.
Other major cryptocurrency exchanges are also making significant strides in the world of sports partnerships. On August 14, Crypto.com announced a multi-year deal with the Union of European Football Associations (UEFA) to become the official sponsor of the Champions League, Europe’s most prestigious club soccer competition. Crypto.com’s partnership with UEFA aims to bring cryptocurrencies to the 3 billion fans of the Champions League. This partnership follows Crypto.com’s collaborations with individual football clubs and Formula 1 racing teams in 2023, highlighting the growing trend of cryptocurrency exchanges expanding their presence through sports sponsorships.
Cryptocurrency exchanges’ partnerships with sports teams and organizations have become a popular strategy to increase brand visibility and engage with a wider audience. The naming rights deal between the NBA’s Miami Heat basketball team and the now-bankrupt cryptocurrency exchange FTX serves as an example of the financial risks associated with such partnerships. FTX’s partnership with the Miami Heat was terminated in 2022 after the exchange filed for bankruptcy, ending one of the most lucrative naming rights contracts in sports history. As cryptocurrency exchanges continue to explore sports partnerships, they must carefully evaluate the risks and benefits of such collaborations to ensure sustainable growth and brand recognition.
