In brief
- The NFL’s Dallas Cowboys have signed a sponsorship deal with Blockchain.com.
- It’s the first crypto exchange sponsorship for an NFL team.
Today’s the day for NFL teams to announce crypto partnerships, apparently: right as 13 teams revealed marketing alliances with fan token platform Socios, the Dallas Cowboys announced its own deal with Blockchain.com.
Per the deal, Blockchain.com will be the team’s exclusive digital asset partner, making it the first cryptocurrency exchange to net a deal with a National Football League team. This is Blockchain.com’s first professional sports partnership.
The partnership was made possible by a recent NFL rule change, as the league reportedly told teams in March that it would allow them to sign partnerships with blockchain-related companies. However, teams are still prohibited from promoting specific cryptocurrencies or tokens.
According to a release, the Blockchain.com marketing deal will include significant branding and advertising opportunities for the crypto exchange, including club space at the Cowboys’ AT&T Stadium, multi-platform marketing, and signage within the stadium’s bowl.
The Cowboys and the crypto exchange will work together to develop exclusive fan experiences available via the Blockchain.com Wallet app—such as VIP trips to Cowboys away games and opportunities to meet Cowboys players. They will also co-develop an “educational summit” to teach team fans about cryptocurrency, the companies stated in the release.
The aforementioned Socios deals—which include teams such as the New York Giants, Chicago Bears, and Los Angeles Rams—are strictly marketing and fan engagement alliances for now.
Socios cannot currently launch fan tokens for NFL teams, as it has done for dozens of European soccer teams and other sports and esports clubs. Fan tokens are tradable assets that provide their holders with certain team-oriented perks, such as voting on team decisions or exclusive giveaways. For now, Socios plans to leverage its marketing agreements with NFT teams to build brand awareness ahead of potential future league acceptance of such tokens.
Blockchain.com’s sponsorship deal comes amid a surge in crypto industry spending on sports over the last year, including FTX’s deals with Major League Baseball, the Miami Heat, and various pro athletes. Crypto.com has similarly partnered with Formula 1, the FIFA World Cup, and LeBron James, plus has naming rights for the Los Angeles Lakers’ arena.