Fnatic, an esports team, based in London, has announced a $15 million (£10.8 million) deal with cryptocurrency exchange Crypto.com over a five-year period.
As a result of the agreement, Coinbase will become Fnatic’s first Global Cryptocurrency Partner.
The collaboration marks the entry of Crypto.com into the eSports industry. The cryptocurrency company is rapidly expanding its list of partners, including well-known sports franchises like Paris Saint-Germain, UFC, Formula 1, and Lega Serie A.
According to a press release, Crypto.com, one of the leading cryptocurrency exchanges, will seamlessly engage with Fnatic’s digitally native audience thanks to the ‘historic’ multi-year agreement with the gaming company.
There will be a Crypto.com logo on the collarbone on Fnatic’s team jerseys as part of the multi-faceted partnership. Fnatic will also reward Crypto.com customers who purchase Fnatic merchandise with a variety of benefits and experiences.
Shortly, the two companies will also offer exclusive Fnatic NFTs and financial literacy and crypto education opportunities for those who are new to cryptocurrencies and NFTs.
Additionally, Crypto.com will collaborate with Fnatic’s esports teams, players, and creators on various activations. The press release will involve collaborating with existing Crypto.com partners on storytelling, gaming content, branded in-game experiences, and live events.
Fnatic CEO Sam Mathews commented: “This partnership sees global leaders in esports and cryptocurrency join forces for a ground-breaking, long-term partnership. Fnatic boasts one of the most connected, involved and supportive fan bases in the world and this landmark deal with Crypto.com allows us to further cater to their everyday needs.
“As cryptocurrency becomes a mainstream payment method, there’s never been a better time to help our fans make smarter, healthier and future-proof cryptocurrency decisions.”
There are 10 million users of Crypto.com all over the world. According to the press release, it’s one of the top ten finance apps available in the App Store and Google Play.
eSports companies and cryptocurrency exchanges are partnering in record numbers in 2021, according to the latest data. In June, cryptocurrency exchange platform FTX announced a naming rights deal worth $210 million (£153 million) over ten years with esports organisation TSM.
Astralis joined forces with major crypto exchanges in August along with NaVi and BIG.
Co-Founder and CEO of Crypto.com, Kris Marszalek, commented on the partnership: “We’re really excited to launch a fully integrated partnership with Fnatic, which marks a milestone for our industry. With more than 200 championships, their team has excelled in-game and out, and rightfully established itself as the leading team in esports.”