Partnerships Weekend Read World-Region-Country

Football and Fintech: The Latest Deals Bringing the Two Worlds Together

Research from data firm CLV Group has shown that the so-called ‘Big Six’ football clubs in the Premier League: Manchester United, Manchester City, Liverpool. Arsenal, Tottenham and Chelsea; are not entirely in touch with their fans’ interests.

The findings suggested these clubs are sitting on £275million of under-exploited partnership value in the crypto sector, £54million in digital banking and a further £34million in the payment app vertical. With this in mind, we decided to look at clubs around the world that are taking the leap into the world of fintech, and how they are achieving this.

Real Madrid’s Marcelo Vieria signs as a Bitso global ambassador

On 28 May, a poetic moment took place during the UEFA Champions League Final, as Marcelo Vieria, more commonly known as Marcelo, lifted the Champions League trophy, possibly and probably, for the last time in a Real Madrid shirt. While the Brazilian left-back will no doubt be remembered for his incredible skill on the pitch, he has now taken on a new venture, as he signs with Bitso, a global cryptocurrency exchange.

As the firm’s brand ambassador, Marcelo will help educate the Latin American public on how they can take advantage of the many benefits of cryptocurrencies safely and simply through Bitso’s platform. Throughout the year, Marcelo will share his advice and learnings on cryptocurrencies, security, freedom, and financial inclusion on his social media channels.

Over the past few months, Bitso has facilitated the first crypto-funded transfer of a female soccer player and announced sponsorships of Brazilian eSports organisation Los Grandes, Mexico’s National Soccer Team, and the São Paulo Futebol Clube. Through their partnerships with Boletómovil and SPFC, sports fans can purchase tickets using cryptocurrencies.

Sergio ‘Kun’ Agüero backs blockchain esports platform FITCHIN

Life after football can sometimes be difficult for a professional. In 2021, the former Argentine striker. Sergio Agüero stepped away from the ‘beautiful game’, however, has adjusted to retirement very well. Similar to Neymar, another famous Brazilian professional footballer currently playing for Paris Saint-Germain FC, Agüero is a prolific gamer and streamer, however, he has taken his commitment to the gaming world one step further as he joins the FITCHIN team as the main brand ambassador and lead advisor, bringing his experience as founder and CEO of KRÜ ESPORTS and as an established esports figure to the table.

FITCHIN, a fully integrated, digital esports ecosystem powered by blockchain, recently announced the launch of its new gaming platform at the intersection of crypto and esports. Through its platform, the global gaming community can now compete in tournaments, obtain members-only access to community hubs from top esports teams, purchase limited-edition NFT collections, and participate in exclusive events and experiences, all while earning rewards for milestones and contributions. The platform’s play-to-earn gaming economy provides a one-stop-shop for connecting and servicing the global esports community.

With such a renowned name in the organisation, FITCHIN is likely to attract a lot of attention and new users.  Agüero said: “FITCHIN is opening the gateway to onboard millions of gamers into the crypto world, and it will shape the future of how esports teams interact with their communities in Web3.

“Its platform helps teams grow a more loyal fan base and monetise engagement, while giving gamers everything they want in one place: exciting competitions, social interactions with pro players, NFT collectables, and more.”

AstroPay announces partnership with Wolverhampton Wanderers FC

AstroPay, the online payment solution of choice for over six million users in the world, inked a new sponsorship deal with English Premier League team Wolverhampton Wanderers Football Club (Wolves), at the start of June.

The latest agreement with Wolves marks the second year of their partnership and indicates AstroPay’s continued interest to expand into the wider European market. The deal includes the exclusive designations for AstroPay as the principal partner of Wolves and Wolves Women for the 2022/23 campaign.

The deal will also see AstroPay’s branding and logo featured on the front of the match shirts and will be prominently displayed on the shirts worn by the esports teams. Wolves’ home stadium Molineux will display AstroPay’s logo on four static TV facing pitch side advertising boards positioned along the side of the playing field. 20 pitch-facing advertising boards will also be displaying the business’ branding, positioned in front of the Billy Wright Stand.

The club will also feature AstroPay’s logo on its print assets including official publications, as well as across the website and social media channels.

The paytech will also have the opportunity to shoot a few videos and photos with players from the men’s, women’s, and esports teams. The partnership will continue to boost the brand and company profile, further strengthening its foothold in the UK.

Shaun Wright Phillips and Jordan Stewart lead investment in The Sports Metaverse

The Sports Metaverse, a virtual world specifically focused on sports, has announced that former professional football players, Shaun Wright Phillips and Jordan Stewart, have purchased land in the Sports Metaverse.

Shaun Wright Philips will use his land for events and to display his NFTs: “I’m really excited to be involved in the Sports Metaverse. This is the new frontier when it comes to sports. The metaverse and owning a piece of it is about interaction and co creation – watching live sports with friends all around the world, hanging out with friends, and buying and selling NFTs are some of the things I’m really looking forward to doing here.“

Spanish National Team signs two-year deal with Huboi

Huobi Global, a global crypto exchange, has signed a two-year deal with Real Federación Española de Fútbol (RFEF) in Madrid, to become an official sponsor of the Spanish Men’s Football Team and become its exclusive blockchain and crypto partner. RFEF is the governing body for football in Spain.

The partnership represents Huobi Global’s first major sponsorship within international sports, granting it global rights to use RFEF’s trademark, logos and Marketing IP in promotions and advertising, as well to
advertise the Huobi brand in RFEF stadiums during televised matches, and press conferences.

As an integral sponsor, Huobi Global will acquire marketing rights to develop initiatives to benefit crypto users and fans of the Spanish Men’s Football Team. The partnership will also see the Huobi logo appear on physical and digital features during the Spanish Men’s Football Team’s matches organised by the RFEF in Spain.


  • Francis is a journalist and our lead LatAm correspondent, with a BA in Classical Civilization, he has a specialist interest in North and South America.

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