The Crypto.com exchange, which first made its voice heard with the naming rights of the Staples Center, the hall of the Los Angeles Lakers, and then with the Formula 1 and UFC agreements, has now established a partnership with the Champions League. The exact time of the partnership, which consists of more than one year, has not been announced.

The sponsorship deal will include in-stadium activities, broadcast announcements and advertising campaigns. The official announcement will be made ahead of today’s Super Cup final.

Speaking about the deal, Crypto.com brand and community manager Steven Kalifowitz said that the sponsorship with Europe’s most popular football organisation shows their support for the sport.

Guy-Laurent Epstein, UEFA marketing manager, said that Crypto.com continues to support the world’s biggest teams and their fans and said, ‘This collaboration marks an exciting new chapter.’