Conmebol, South American soccer’s governing body, has signed up international cryptocurrency platform Crypto.com as a sponsor of the Copa Libertadores, the continent’s premier clubs competition.
Under the agreement, Crypto.com becomes an official partner of Conmebol for the 2023-2026 cycle. The platform will also become one of the official NFT licensees of the Copa Libertadores from 2022.
The deal was brokered by FC Diez Media, the IMG-owned agency that handles commercial rights to South American clubs competitions.
As part of the deal, Crypto.com will be the first brand integrated into the Virtual Assistant Referee (VAR) feature for Copa Libertadores games.
Additionally, the firm will benefit from brand exposure in stadiums, activations, broadcasts and digital assets of the competition.
Crypto.com branding will feature for the first time at the Copa Libertadores final tomorrow in the all-Brazilian affair between Palmeiras and Flamengo.
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Conmebol and Crypto.com will develop NFT's associated with the intellectual property of the Copa Libertadores on Crypto.com's NFT platform.
The partnership adds to the Singapore-based cryptocurrency platform’s growing sponsorship portfolio.
Earlier this month, it secured naming rights to the Staples Center, home of NBA basketball franchises the Los Angeles Lakers and Los Angeles Clippers and NHL ice hockey’s LA Kings, in a 20-year deal worth $700 million.
This added to previous partnerships with the likes of motor racing’s Formula 1, mixed martial arts’ Ultimate Fighting Championship and French soccer heavyweights Paris Saint-Germain.
The company’s sports sponsorship deals are believed to be worth more than $400 million.
FC Diez Media renewed its commercial rights contract with Conmebol for the 2023-2026 cycle in September. It has held the role since 2019.
Meanwhile, the BBC, the UK public-service broadcaster, will again provide free-to-air coverage of the final of the Copa Libertadores.
The encounter between defending champions Palmeiras and Flamengo will be played at the Estadio Centenario in Montevideo, Uruguay, kicking off at 5pm local time and 8pm in the UK.
The BBC will stream the game on its iPlayer service and online on its BBC Sport website.
The broadcaster has shown the Copa Libertadores final in the UK for the past two seasons.
Palmeiras overcame fellow Brazilian outfit Atletico Mineiro in their two-legged semi-final, while Flamengo beat Ecuador’s Barcelona SC.
The final pits the last two winners of the competition after Flamengo won it in 2019. It is also the second all-Brazilian matchup in succession after Palmeiras beat Santos to secure the trophy last year.
The BBC's regular live club soccer comes in the form of the FA Cup, England's top knockout competition.