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Cryptocurrency exchange Crypto.com has been revealed as a sponsor for the upcoming FIFA World Cup, to be held later this year in Qatar. 

According to a press release published by the exchange, Crypto.com will be the exclusive crypto exchange sponsor for the tournament—the most prestigious international tournament in the sport. 

“We could not be more excited to sponsor the FIFA World Cup, one of the most prestigious tournaments in the world, and to drive further awareness of Crypto.com globally,” Crypto.com co-founder and CEO Kris Marszalek said in a prepared statement. 

“Through our partnership with FIFA, we continue to use our platform in innovative ways so that Crypto.com can power the future of world-class sports and fan experiences around the world,” he added. 

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FIFA is also enthusiastic about the exchange’s emergence as a sponsor for the World Cup. 

“Crypto.com has already demonstrated a commitment to supporting top-tier teams and leagues, major events and iconic venues across the world, and there is no platform bigger, or with a greater reach and cultural impact, than FIFA’s global platform of football,” Kay Madati, FIFA’s chief commercial officer said in a prepared statement.

This is far from the first time the exchange has turned to sports to flex its advertising muscles, much like other established cryptocurrency exchanges. 

Crypto.com and sports advertising

The exchange has spent much of the last 12 months focusing its advertising efforts in the world of sport. 

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Last December, the exchange announced that it had bought a Super Bowl ad, following a strategy already adopted by FTX. 

“Going into different sports just allows me to reach everybody where they are. The Super Bowl is just one more step into that, where it’s as mass as you get,” Marszalek said at the time. 

Elsewhere, Crypto.com established sponsorship deals with the 2021 Coppa Italia, the NBA’s Philadelphia 76ers, and Formula 1. 

Last—but certainly not least—Crypto.com now owns the naming rights for the LA Lakers home stadium, the Crypto.com Arena.

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