Popular cryptocurrency platform Crypto.com is set to reach over 775 million soccer fans through a new partnership deal signed with Lega Serie A, a professional soccer league competition at the top of Italy’s sports scene.

According to a press release shared with CryptoGlobe, Crypto.com will become the first Innovation & Technology Partner of Italian Football through the multi-year partnership. The deal will integrate Crypto.com in each broadcast moment where technology is used to enhance the match.

Technology is often used in soccer to clarify situations, and Crypto.com will be the presenting partner of Virtual Assistant Referee (VAR) and Goal Line Technology. Lega Serie A’s VAR Center will also be co-branded as the Crypto.com VAR Center. Moreover, Crypto.com will present the Lega Serie A Goal of the Month.

Lega Serie A’s VAR technology was reportedly used 2,372 during the 2020/2021 season. These interventions were shown in Lega Serie A’s global broadcast, which reached more than 775 million TV households in more than 150 countries.

The new partnership builds on Crypto.com’s recent deal with Lega Serie A’s Coppa Italia in May of this year, where both firms launched a non-fungible token (NFT) collection. The new deal will also see the release of a new NFT collection related to Serie A, Coppa Italia, and Supercoppa Italiana.

The CEO of Lega Serie A, Luigi De Siervo, was quoted saying:

This multi-year agreement confirms the strength of our brand worldwide and the common values with Crypto.com, especially the desire to bring fans closer through technology and innovation.

It’s worth noting Crypto.com has recently partnered with UFC and F1, after becoming the first cryptocurrency platform to partner with an F1 team and with an NHL team.

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