Crypto exchange BitMEX has partnered with football club AC Milan to advertise its logo on the sleeves of the club's official match kits. The length of the deal was not specified but it will last multiple years, said BitMEX.
According to a release, the logo will be featured on sleeves for both the men's and women's teams, plus for its eSports team AQM.
BitMEX CEO Alexander Höptner said: “Our partnership with AC Milan is the start of a hugely exciting new chapter for BitMEX as we look to ramp up brand awareness and increase understanding of crypto."
BitMEX follows in the footsteps of several major crypto-sports partnerships in recent weeks. FTX has been on a spending spree, renaming the Miami Heat Arena to FTX Arena, renaming a professional e-sports team from TSM to TSM FTX and penning a seven year deal with Riot Games to sponsor League of Legends Championship Series.
Similarly, Crypto.com has partnered with the UFC to put its branding on its fight kits and also struck deals with Formula 1, the National Hockey League team Montreal Canadiens and football league Lega Serie A.