Crypto.com, a cryptocurrency trading platform with global headquarters in Hong Kong, announced Friday that it has signed a two-year deal to become the official cryptocurrency and NFT sponsor of the IIHF World Championship.
The announcement comes one week before the 2021 tournament kicks off in Riga, Latvia on May 21.
“The partnership was signed between Crypto.com and Infront Sports & Media, the official marketing partner for the IIHF World Championship,” explained International Ice Hockey Federation president Rene Fasel. “The IIHF has enjoyed a strong and fruitful partnership with Infront that has seen the federation expand its reach into digital media and really bring the World Championship into the 21st century.
“We were not surprised when Infront came to us with this proposal. They are really forward-thinking and trying to find the next ‘big thing’ in sports marketing and technology. I believe they have also found a very strong partner with Crypto.com and we look forward to initiating this venture together.”
Founded in 2016, Crypto.com is the world’s fastest growing cryptocurrency app. In just four months between October 2020 and February of 2021, the company’s customer base has increased from five million users to more than 10 million.
“Our publicly stated goal is to reach 100 million users by the end of next year, and we’re confident we’ll reach it,” said co-founder and CEO Kris Marszalek.
As it has grown, Crypto.com has been active in the sports space, particularly with non-fungible tokens — digital assets such as photos and videos that can be marked as unique through the same blockchain technology that’s used with cryptocurrency, making them valuable as collectibles.
“While NFTs have been around for years, 2021 marks the significant adoption of NFTs by customers from the cryptocurrency world and outside of it,” Marszalek said.
“NFTs are quite similar to physical collectibles. Every NFT has a finite number of editions, along with easily verifiable ownership history and provenance.”
As NFTs have reached the mainstream, some buyers are making purchases because of emotional connections to the asset. Others hope their limited-edition investment will appreciate over time.
“Value, as they say, is in the eye of the beholder,” said Marszalek.
The partnership with the IIHF will include Crypto.com branding at the next two World Championship events as well as the release of a series of NFT collectibles featuring some of the greatest moments in IIHF history, available exclusively at Crypto.com/NFT and debuting during this…