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LAS VEGAS: The UFC announced has signed a 10-year, $175 million USD partnership with cryptocurrency marketplace Crypto.com.
Crypto.com will become UFC’s first-ever global Official Fight Kit Partner, entitling Crypto.com to place their branding on UFC fight kits as worn by UFC athletes in competition, as well as fight kit apparel worn by the athletes’ cornermen/women.
Crypto.com has over 10 million users worldwide and is a top-ten finance app in both the App Store and Google Play. Last week the company became the first Official Cryptocurrency Sponsor and NFT Partner of F1. Earlier this year, Crypto.com became the first crypto platform to partner with an F1 team (Aston Martin Cognizant Formula One), the first to partner with an NHL team (Montreal Canadiens), and the first to partner with a professional sports league (Lega Serie A).
“This is a partnership between two companies that are the best at what they do,” said UFC President Dana White. “No company has done more to grow the popularity of combat sports than UFC, and now we’re one of the biggest sports brands on the planet. We can help Crypto.com reach more people around the world through the strength of our brand.”
“It’s a historic moment as the fastest growing cryptocurrency platform joins forces with the fastest growing sport to help accelerate the world’s transition to cryptocurrency,” said Kris Marszalek, co-Founder, and CEO of Crypto.com. ”This is just the beginning of a long relationship with UFC, and we’re looking forward to what we will build together.”
How is the UFC able to make partnerships with companies like Crypto.com and others without involving fighters? They are the only major sports league in the US where athletes don’t have a union/association which can collectively bargain on their behalf.
Roberto Villa is the CEO, Executive Writer, Senior Editor of FightBook MMA. Has a passion for Combat Sports and also a podcast host for Sitting Ringside. He’s also a former MMA fighter and Kickboxer.
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