Rumors Hit the News Wires of Liverpool FC Eyeing a Crypto Sponsor

Key Insights:

• Liverpool Football Club explores the idea of a crypto sponsor as the current sponsorship contract draws to a close.
• In March, Liverpool FC launched an NFT collection in its first brush with the digital world.
• Crypto platforms are particularly active in the world of sport, with Crypto.com and Binance targeting soccer teams.

Crypto exchanges and sports have continued to bridge the real world with the world of digital assets and virtuality.

For sports teams, fan engagement has become an ever-growing priority, with several leading soccer teams from around the world already in partnership with crypto exchanges.

Sponsorship deals have proven lucrative for soccer teams as demand for cryptos rises and trading fees balloon.

This week, news hit the wires of the digital asset world targeting the coveted English Premier League and one of the league’s most well-known clubs.

Rumors of Liverpool FC Eyeing a Crypto Sponsor Hit the News Wires

On Monday, The Athletic reported Liverpool exploring the possibility of a crypto firm as their new shirt sponsor.

Liverpool’s sponsorship deal with Standard Chartered Bank ends at the end of the 2022-23 season. While the UK bank is interested in extending, Liverpool FC is reportedly exploring alternative options before commencing more serious negotiations.

Discussions are ongoing with cryptocurrency companies, with £70m a target number. Liverpool’s current sponsorship deal with Standard Chartered Bank is £40m per season. The deal leaves the club well behind Manchester City Football Club’s £67m and Manchester United’s £47m a season deal.

At the time of writing, Liverpool is still on for a historic quadruple that includes the Premier League title, the FA Cup, the League Cup, and the Champions League. A quadruple would certainly give the team significant bargaining power and even the chance of more than £70m per year.

Liverpool’s talks with crypto firms follow the launch of the Liverpool Heroes NFT collection in March.

Liverpool FC Partners with Sotheby’s to Launch NFT Collection

Last month, in partnership with Sotheby’s, Liverpool FC launched the LFC Heroes Club NFT collection.

The collection comprised 24 players and went on sale between March 30 and April 1.

Following in the footsteps of other footballing giants, including Manchester City FC, FC Barcelona, and FC Paris St Germain, Liverpool was looking to drive fan engagement in another successful season.

With a crypto exchange and a blockchain company reportedly now in talks with Liverpool, leading crypto exchanges Binance and Crypto.com could be in the running.

Lucrative sponsorship deals have been on the rise, giving Liverpool reason to explore. This year, Binance became the sponsor of Argentina’s national soccer team, with Crypto.com sponsoring US professional women’s soccer team Angel FC.

Crypto.com has been particularly active in the soccer world. The exchange has sponsored South America’s Conmebol, French football team Paris Saint Germain, and the Coppa Italia.

In February, several leading crypto exchanges, including Binance, lost out to Spotify in a sponsorship deal with FC Barcelona worth €70-€75 million a season.

Considering blockchain companies, Dogecoin became a sleeve sponsor of English football club Watford FC in 2021.