Lazio, the soccer club from Italy’s top-tier Serie A, have brought on board Binance, a global cryptocurrency platform, as their new main shirt sponsor in a multi-year deal.
Aside from putting its name on the front of the club’s shirts for the length of the partnership, Binance will also collaborate with the Rome-based team to launch a specific Lazio Fan Token for supporters.
The deal brings to an end a lengthy period, stretching back well over two years, which Lazio has spent without a main front-of-shirt sponsor, Their last such partner in this space was betting firm MarathonBet, which only had the rights for the 2018-19 season (before a ban on gambling advertising sponsorships began in Italy in early 2019).
Since then, the team has gone without a main jersey partner.
Lazio’s other premium sponsors include Italian sportswear firm Macron, sleeve sponsor Frecciarossa, the Italian travel company, and technology firm Contradar, which has had a back-of-shirt deal in place since April.
Changpeng Zhao, chief executive and co-founder of Binance, said: “Fans can collect Binance Tokens and rare NFT offerings, enjoy exclusive voting rights on certain club decisions reserved for fans, unlock Fan Badges and rewards based on their level of engagement, collect signed merchandise and even meet their favourite teams in person. Binance Fan tokens are an exciting way for fans to engage more meaningfully with their favourite teams.”
Claudio Lotito, Lazio’s president, added: “Our agreement with Binance will allow us to extend our digital presence and connect with our fans and followers like never before … With the help of Binance, we seek to bring Lazio fans who are around the world closer to the club.”
The Lazio fan token will be available via Binance’s digital site for Lazio supporters, from tomorrow (14 October).
It aims to “provide fans with a way to engage with their favourite team”, through engagement-based rewards, interactivity, and ‘gamification’.