Crypto.com signs partnership with esports tournament host

The multi-year deal with Twitch Rivals makes Crypto.com the brand's first official crypto partner

Gamers at an esports event in South Africa                                 
Crypto.com partners with Twitch Rivals – Photo: Shutterstock
                                

Crypto.com, which describes itself as the world’s fastest-growing cryptocurrency platform, has partnered with Twitch Rivals, an esports tournament host featuring Twitch streamers and pro gamers.

The deal makes Crypto.com the official global marketing partner for Twitch Rivals. The multi-year partnership also means Crypto.com becomes Twitch Rivals’ first official crypto platform partner, “bringing the expanding cryptocurrency market to the forefront of esports”.

As Twitch Rivals’ official marketing partner, Crypto.com will have the exclusive rights to have in-stream branded segments, media placement and activations at Twitch events.

This partnership will launch at Twitch Rivals: Ultimate Challenge, a two-day event streamed live from Las Vegas on 4-5 November.

What’s more, Crypto.com’s branding will appear in more than 250 Twitch Rivals broadcasts per year across North America, Latin America, Europe, the Middle East, Africa and the Asia-Pacific region.      

“Cryptocurrency is inevitable” for gamers

Kris Marszalek, co-founder and CEO of Crypto.com, said: “We’re extremely excited to add Twitch Rivals, the home of esports, to our growing portfolio of the world’s best brands in sports. With well over one billion gamers worldwide, fans of gaming and esports are digital natives, for whom cryptocurrency is inevitable.”

Lou Garate, head of global sponsorship sales at Twitch, said: “Twitch Rivals has built a loyal and global community of next-gen fans. Through our partnership with Crypto.com, we are looking forward to continuing to create new and exciting moments to drive engagement for our passionate and tech-savvy viewers."

Crypto.com signs deal with Fnatic

This is not the first time that Crypto.com has partnered with an esports brand. Last month, the digital currency platform signed a partnership agreement with London-based global esports brand Fnatic, which declared Crypto.com its “inaugural global cryptocurrency partner”.

The five-year partnership deal is said to be worth more than $15m (£10.9m).

The partnership will see the Fnatic team jersey branded with Crypto.com’s logo, and will include “collaborative storytelling with existing Crypto.com partners, engaging gaming content, branded in-game experiences and physical events”. The deal will also include the launch of exclusive Fnatic non-fungible tokens (NFTs).

Further reading: Esports group first in UK to launch Fan Token on Socios.com

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