Cristiano Ronaldo has joined forces with cryptocurrency firm Binance to form a multi-year marketing relationship. Each year, as part of the deal, Ronaldo NFT collections will be released and exclusively available on the Binance NFT marketplace.
According to the top football player, he is excited to join Binance to launch his NFT collection there. He wants to allow his fans to “own an iconic piece of sports history” through purchasable highlights of his best plays and the most thrilling moments.
Binance CEO Changpeng “CZ” Zhao is thrilled to work with him and bring fandom merchandising to a new level.
Another Milestone in Crypto and Sports
As a “token” of appreciation, CZ gave Ronaldo JUV tokens in March 2022 for his athletic accomplishments. JUV coins are the official fan token of Juventus FC; each senior career goal earns him JUV tokens.
Ronaldo becoming the new face of Binance is another step for sports and crypto.
Blockchain moguls are looking for new ways to capitalize on entertainment through Web3. With developers creating sports-focused tokens like Flow and Chiliz, the possibilities of digital merchandising are endless.
After all, sports is one of the most lucrative entertainment businesses in the world. With the power of NFTs, fans can have the opportunity to own a piece with authority.
Not the First Major Record for Blockchain Sports
Cryptocurrency businesses have been relying on sports partnerships recently. Tom Brady invested in FTX last year. Crypto.com signed a $700 million deal to rename the Staples Center in Los Angeles the Crypto.com Arena, leaving a massive mark on the sports business and bolstering the exposure of crypto to a more mainstream crowd.
Sports leagues such as F1, UFC, and the NBA have all been open to partnering with blockchain developers to create their exclusive NFTs. In addition, individual athletes, including Stephen Curry and Magic Johnson, also have their lines of NFT collections for fans to purchase.