This article is from cointelegraph.com.br and the original article can be read here in Portuguese
Binance, biggest cryptocurrency exchange in the world, and the Brazilian Football Confederation (CBF) closed an agreement whereby the exchange became the exclusive crypto sponsor of the country’s biggest sports competition, the first division of the Brazilian Football Championship. To Cointelegraph Brasil, the broker confirmed that the contract is already in place for the Brasileirão 2022, which started a few weeks ago, and which runs until 2024, at least. In addition to the Men’s Brasileirão Serie A, Binance became a sponsor of the Women’s Brasileirão Serie A, B and C.
According to the statement, the partnership provides for the association of the Binance brand to these championships, as well as engagement actions between fans and clubs through the development of fan tokens, which are digital assets that provide exclusive benefits to their holders. Which should also be covered by projects involving non-fungible tokens (NFTs), in general terms, used to create collectibles and association with unique memories of competition bids, as in the case of NBA Top Shop, for example.
Sport is an important driver of inclusion in society. And with football being strongly linked to Brazilian identity and culture, our partnership with CBF is important to help expand crypto adoption and generate positive impact for our users, the crypto and blockchain community, and society as a whole in the world. Brazil, said Binance CEO and Founder Changpeng Zhao, the CZ.
For CBF’s Commercial and Marketing Director, Lorenzo Perales, the partnership comes at a time of transformation in the relationship between fans-clubs/sports leagues, declaring that:
The industry is constantly changing in the digital and technological ecosystem. The fans of the Country of Football are already engaging in the world of fan tokens and NFTs and, in this scenario, it is a great advance and an innovative step to have these competitions Brasileirão Assaí, Brasileirão Feminino Neoenergia, Brasileirão Feminino A-2 and Brasileirão Feminino A- 3, associated with Binance, a global giant in this market. For us, it is a strategic partner to increasingly understand the profile of Brazilian fans and connect them with competitions.
The Brasileirão brings together 20 clubs that represent the elite of national football. In the case of women’s football, the competition is played by the 16 main teams in the country, the same number of teams from the second division. Regarding the women’s third division, the Brasileirão will have its first edition this year and should have 32 teams in the dispute. Binance also operates in the international sports territory, sponsored by Africa Cup of Nations, the biggest football event on the African continent, and the European football teams Porto (Portugal), and Lazio (Italy), in addition to partnering with Alpine, of F1.
In January of this year, Binance also announced a sponsorship deal for the first division of the Campeonato Paulista de Futebol. In the case of the contract with the São Paulo Football Federation (FPF), the contract provided for the exposure of Binance’s brand to be on all Paulistão 2022 dissemination platforms, including broadcast partners, advertising in the stadiums and sports and promotional material released through the competition’s official social networks, as reported by the Cointelegraph Brazil.