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Crypto.com enters esports with US$15m Fnatic sponsorship

Cryptocurrency platform pens five-year deal with UK-based competitive gaming organisation.

17 September 2021 Ed Dixon

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  • Team jersey branding, fan rewards and in-game exposure all covered in contract
  • Fnatic NFTs to launch in the near future

Esports organisation Fnatic has agreed a five-year partnership with cryptocurrency platform Crypto.com worth US$15 million.

The agreement, which designates Crypto.com as London-headquartered Fnatic’s inaugural global cryptocurrency partner, signals the company’s first partnership in competitive gaming.

The tie-up will see Crypto.com’s logo featured on the collarbone of Fnatic team jerseys. Fnatic will also offer fans various rewards and money-can’t-buy experiences for Crypto.com users purchasing its goods. New digital products, such as exclusive Fnatic non-fungible tokens (NFTs), will also be launched in the near future.

In addition, Crypto.com, which claims to have 10 million customers worldwide, will work on a variety of activations with Fnatic’s esports teams, players and creators. These will include collaborative storytelling with existing Crypto.com partners, gaming content, branded in-game experiences and physical events.

To help fans further understand cryptocurrency and future-proof their decisions, Fnatic will also offer financial literacy and crypto education opportunities for those that are new to cryptocurrencies and NFTs.

“This partnership sees global leaders in esports and cryptocurrency join forces for a ground-breaking, long-term partnership,” said Sam Mathews, Fnatic chief executive.

“Fnatic boasts one of the most connected, involved and supportive fanbases in the world and this landmark deal with Crypto.com allows us to further cater to their everyday needs. As cryptocurrency becomes a mainstream payment method, there’s never been a better time to help our fans make smarter, healthier and future-proof cryptocurrency decisions.”

The deal adds to Crypto.com’s rapidly expanding sponsorship portfolio. Earlier this month, the platform partnered with French soccer giants Paris Saint-Germain (PSG), adding to agreements with Formula One and the Ultimate Fighting Championship (UFC).

Crypto.com’s other partnerships include Italian soccer’s Serie A, the National Hockey League’s (NHL) Montreal Canadiens and the Aston Martin Formula One team.

Kris Marszalek, co-founder and chief executive of Crypto.com, added: “We’re really excited to launch a fully integrated partnership with Fnatic, which marks a milestone for our industry. With more than 200 championships, their team has excelled in-game and out, and rightfully established itself as the leading team in esports.”

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