Serie A opens up VAR real estate to sponsorship

August 20 – Italy’s Serie A has built on its crypto relationship with who will become the first Innovation & Technology Partner of the league in what Serie A is calling a multi-year partnership. will be the presenting partner of Serie As Virtual Assistant Referee (VAR) and Goal Line Technology. Lega Serie A’s VAR Center in Lissone will also be co-branded as the VAR Center. sponsored Serie A’s Coppa Italia in May of this year, and created an NFT collection related to the final between Atalanta and Juventus. The new deal will see further NFT collections built for Serie A, Coppa Italia and Supercoppa Italiana.

“We are very happy and honoured by this important partnership with, a leading cryptocurrency company that has chosen Lega Serie A to develop increasingly engaging products for all the fans of Italian football,” said Luigi De Siervo, CEO of Lega Serie A. has more than 10 million users worldwide and is a top-ten finance app in both the App Store and Google Play. The Visa Card is the world’s most popular crypto card available in over 30 countries.

“We are extremely proud to deepen our partnership with Lega Serie A to enhance the fan experience with technology and innovation at the core,” said Kris Marszalek, co-founder and CEO of “Since its introduction, VAR has brought greater transparency and reliability to football, features which we value deeply at”

Serie A was the first league to introduce VAR in 2017. Last season Serie A saw a total of 2,372 incidents referred to VAR. VAR interventions are included in Lega Serie A’s global broadcast reaching more than 1 billion people worldwide in 191 countries. All of which creates prime sponsorship and advertising real estate.

No value was given for the sponsorship or the revenue that can be generated from NFT creation.

“This multi-year agreement confirms the strength of our brand worldwide and through this unique partnership with we will write a new page of innovation, bringing our fans closer to the game through technology. Over the next few months we will be developing a number of commercial and marketing initiatives to expand our fan base and engage more and more fans,” said di Servio.

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