Monday, January 17, 2022

By: Sport Industry Group

Cryptocurrency exchange Binance has strengthened its presence in football by becoming an official sponsor of this year’s TotalEnergies Africa Cup of Nations (AFCON) in Cameroon.

Binance has been designated the international football tournament’s exclusive cryptocurrency and blockchain platform, and will be the official sponsor of the tournament’s ‘assist of the day’, ‘assist of the week’ and ‘assist of the tournament’.

The partnership will be promoted across social media channels operated by the Confederation of African Football (CAF), which operates the tournament, and across all six competition venues in Cameroon’s five host cities.

Live coverage of the tournament is being offered in more than 160 countries worldwide. The competition kicked off just over a week ago and is scheduled to conclude with the final on 6th February 2022.

“Through this partnership with CAF, Binance will connect further with its users and the African community through football,” CAF General Secretary Veron Mosengo-Omba said.

“CAF is ready to embrace blockchain-based technology and its impact on the future of African football development. I am certain that together with Binance, we can take African football to a new level.”

The latest sponsorship deal marks the latest in a series of commercial agreements sealed by Binance in football over recent months. Late last year, the exchange secured its most high-profile deal to date – a shirt sponsorship agreement with Italian Serie A football club SS Lazio – before becoming a back-of-shirt sponsor of Portuguese Primeira Liga club FC Porto.

Yi He, Co-Founder and Chief Marketing Officer of Binance, said, “With a population of 1.2 billion Africans and the prevalence of blockchain technology and its use cases, we believe the African continent could lead the future of the blockchain industry.

“We will continue to put in our efforts in pushing the mainstream adoption of crypto, so that more people can understand crypto, and understand Binance.”

Binance has joined a number of other tournament sponsors, including TikTok, Umbro, 1XBET, Continental and Visa, as well as title partner TotalEnergies.

Emmanuel Babalola, Binance’s Director for Africa, added, “Football is the most popular sport in Africa, one that unites the entire continent and as the leading blockchain ecosystem, we are proud to be an official sponsor of the AFCON tournament. This corroborates our mission to take crypto mainstream across the continent.”

Image credit: Shutterstock

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