Crypto.com has become the first cryptocurrency platform to secure an exclusive partnership with the UEFA Champions League.
The multi-year partnership, which establishes the centralized crypto exchange as the official global sponsor of the UEFA Champions League, was announced on August 14.
According to Steven Kalifowitz, Chief Marketing Officer of Crypto.com, this partnership with one of the world's most popular sports leagues marks a significant milestone for the exchange. He stated:
"We have successfully built the Crypto.com brand and community by producing innovative and groundbreaking moments and events in a way that others could not replicate. Connecting our brand with passionate sports fans around the world has effectively grown our user base to over 100 million, fulfilling our mission to bring cryptocurrency into every wallet."
Major sporting events have the potential to raise awareness of cryptocurrencies among millions of new mainstream followers, which could bring new capital into the crypto market. The engagement of new mainstream users could significantly increase the future valuation of cryptocurrencies.
Why Mainstream Crypto Adoption is Important
Examining the adoption curve of new technologies like Bitcoin can provide investors with insights into their potential valuation.
The Bitcoin price could reach an "ultimate price" of $700,000 if the adoption curve surpasses the 16% threshold, according to well-known Bitcoin analyst Willy Woo, who wrote in an X-post on August 1:
"16% is the early majority, 50% is the late majority. Asset management lies somewhere in this sector. So calculate from the yellow line when BTC adoption globally hits 16%-50%."
It has taken over 15 years for Bitcoin to be adopted by 4.7% of the world's population (as of August 1). However, Bitcoin’s spread could accelerate if it follows the path of internet adoption, which saw significant growth after its first 15 years.
UEFA Partnership to Accelerate Mainstream Crypto Adoption
The new partnership of the crypto platform once again highlights its strong efforts to "aggressively grow" in its second-largest market, Europe.
According to Kalifowitz, the large number of UEFA fans will significantly contribute to the general acceptance of crypto:
"UEFA is also the largest sports league in the world, reaching 3 billion fans globally. I have no doubt that incorporating UEFA into our already first-class partner portfolio will accelerate cryptocurrency adoption through Crypto.com."
