UEFA issues tender for Champions League cryptocurrency partner

October 20 – UEFA has opened up a new cryptocurrency rights category, inviting bids for the licensing rights to the Champions League for the 2021-24 cycle.

UEFA said the category is open to bids from cryptocurrency/NFT platforms or exchanges, cryptocurrency/NFT providers, fan tokens and other blockchain-based products, and that “proposals for product rights can be for one or a number of the categories listed”.

The deadline for bids is October 29. 

“Product licensing rights are available on a global basis and may be combined with a local market sponsorship package, with sponsorship rights focussing on the United States and/or China and a number of surrounding markets (namely Hong Kong, Macau, Taiwan, Singapore and Thailand),” said UEFA

In September, manufactured collectibles company Topps extended and expanded its deal with UEFA to create versions of selected products as non-fungible tokens (NFTs). Last June, UEFA took a first step towards blockchain and crypto with the AntChain partnership, jointly exploring the opportunities of blockchain for UEFA’s properties, as well as other technologies.

The crypto sector has burgeoned in the football industry with socios.com taking the lead in the its fan token model landing various clubs deals including those with AC Milan, Arsenal, Barcelona, Juventus, Manchester City, Paris Saint-Germain and La Liga. Turkey-based Bitci has partnered with the Brazilian Football Confederation (CBF) and the Spanish Football Federation (RFEF).

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