For the first time, a crypto exchange is partnering with an NFL team in an exclusive, long-term relationship that could bring greater exposure of digital assets to the general public.
The partnership between Blockchain.com and the Dallas Cowboys was announced Wednesday at the NFL team’s headquarters in Frisco, Texas by Jerry Jones, owner, president and general manager of the football team, alongside Peter Smith, co-founder and CEO of Blockchain.com. . NFL rules prevented disclosure of the price or duration of the transaction, according to Brooks Wallace, chief communications officer at Blockchain.com.
This is the first national professional sports deal for the crypto company, which has been around since 2011 and will include branding, advertising, content and event opportunities. However, this will not include the naming rights to Cowboys Stadium, which will remain AT&T Stadium.
Its stadium seats 80,000 people and will add a QR code on every seat that will link to the Cowboys website and highlight the Blockchain.com wallet so fans can learn more about crypto, Wallace said.
“The Cowboys have built one of the most valuable and valuable brands in America, and one of the reasons we wanted to partner with them is to collaborate in building our brand together,” Smith said. at TechCrunch. “We are primarily tech specialists, not brand specialists, so learning from the best is something we are really passionate about.”
Millions of Cowboys fans are going to learn about crypto this football season, Smith said. “The Thanksgiving Day game is the most watched [Cowboys’] game show and we’ll be there this Thanksgiving Day game.
Additionally, the partnership will provide Cowboys fans with the ability to engage both IRL and online via social media promotions on the Blockchain.com wallet. Offers range from away VIP trips to player-hosted events, he said. The partnership also aims to educate fans about digital assets and will host an education summit to learn more.
“They’re bringing Wall Street to Main Street by making digital assets available to everyone, everywhere — and that’s a touchdown for our millions of global fans,” Jones said in a statement.
The partnership comes weeks after the NFL announced on March 22 that teams would no longer be barred from sponsorship deals with blockchain-based exchanges or holding companies. Individual clubs, however, are restricted in signing licensing agreements for NFTs and can only release digital collectibles “to the extent permitted under league-level NFT partnerships.”
“The League has identified certain blockchain-related businesses that we believe could be engaged for promotional relationships with the League and clubs without undertaking undue regulatory or brand risk,” three league executives wrote. in last month’s memo, “provided that the businesses in question and the specific products being promoted have been properly vetted.
Regardless of NFL rules, professional players — like Tampa Bay Buccaneers quarterback Tom Brady, who has partnered with crypto exchange FTX — are still making crypto deals off the court.
“I think you will see some NFL [and crypto] offers follow,” Smith said. “This will be the first of many NFL deals.”
Blockchain.com plans to work closely with the Cowboys and the NFL to expand the use of crypto over time in the stadium experience and online fan experience, Smith noted. “We’re going to start small and then expand it over time over the next few years.”
Crypto in sports
Partnerships and deals with sports teams are not a new concept, but those related to crypto have intensified over the past year.
Outside of the NFL, there has been a major influx of crypto companies joining American sports teams and professional gamers over the past 12 months.
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Dallas Cowboys Partnership With Blockchain.com Signals Greater Crypto Exposure – TechCrunch
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