By Nermeen Nabil TLDR:
Bitget becomes official crypto partner of Spain’s La Liga soccer league
Multi-million dollar deal focuses on Eastern/Southeast Asia and Latin America markets
Partnership aims to accelerate crypto adoption in sports
La Liga known for star players and commitment to technological innovation
Collaboration aligns with Bitget’s “Make It Count” philosophy
Spanish soccer league La Liga has selected cryptocurrency exchange Bitget as its official crypto partner for certain regions.
The multi-million dollar deal, announced at the Token2049 summit in Singapore, focuses on expanding Bitget’s presence in the sports sector across Eastern and Southeast Asia, as well as Latin America.
While the exact value of the partnership was not disclosed in the initial announcement, Bitget’s Chief Operating Officer Vugar Usi Zade later confirmed in an interview that the deal is worth over $10 million and will last for two to three years. This substantial investment highlights the growing importance of crypto sponsorships in professional sports.
La Liga, Spain’s top soccer league, is home to some of the world’s most renowned soccer talents, including players like Mbappé, Vinícius Jr, and Lewandowski.
The league has a storied history of producing and attracting legendary footballers, which has helped shape the global perception of the sport. This partnership with Bitget is expected to provide the crypto exchange with significant exposure to La Liga’s massive international audience.
For La Liga, the collaboration represents an opportunity to further its commitment to technological innovation. The league has already been experimenting with artificial intelligence, virtual reality, and big data to enhance performance analysis and game strategy.
In 2023, La Liga even organized a conference focused on sport-applied AI. This new partnership with Bitget aligns with the league’s ongoing efforts to stay at the forefront of digital innovation in sports.
Javier Tebas, president of La Liga, emphasized the league’s dedication to technology and innovation, stating,
“Over the last decade, digitalization and innovation have been among La Liga’s priorities. Last season, we made this a priority under the umbrella of our New Era, which put the emphasis on technology: we want to be pioneers and we are committed to it.”
The partnership is also seen as an important step in La Liga’s international expansion strategy. Octavi Anoro, director of International at La Liga, highlighted the strategic importance of Asia, Turkey, and Latin American markets in this collaboration.
From Bitget’s perspective, the partnership presents an opportunity to accelerate the growth of crypto in sports. Gracy Chen, CEO of Bitget, commented on the collaboration, saying,
“As the world of sports continues to embrace digital innovation, crypto, blockchain, and emerging technology are becoming integral to this transformation. Partnering with La Liga allows us to accelerate the growth of crypto in sports, bringing new opportunities for fans and athletes alike.”
The deal aligns with Bitget’s “Make It Count” philosophy, which emphasizes perseverance and positive passion in achieving greatness. This approach is consistent with the company’s previous partnerships and its overall growth strategy.
It’s worth noting that this is not La Liga’s first venture into cryptocurrency partnerships. In 2021, the league formed a multi-year partnership with Divi Labs, naming Divi as the official crypto wallet for La Liga in the MENA, Southeast Asia, and China regions.
The collaboration between Bitget and La Liga is part of a broader trend of cryptocurrency companies strengthening ties with sports organizations. Earlier this year, UEFA pursued crypto sponsorships for its men’s Champions League, resulting in Crypto.com becoming the first and exclusive global crypto platform partner for the tournament.
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Nermeen Nabil Khear