Signs with Crypto.com will be displayed across soccer fields as millions tune in to the FIFA World Cup, being held this year in Qatar.
The cryptocurrency exchange will be an official sponsor of the soccer tournament, the two organizations announced in a joint statement on Tuesday.
Co-founder and CEO of Crypto.com Kris Marszalek said that the partnership would “drive further awareness of Crypto.com globally.”
“Crypto.com has already demonstrated a commitment to supporting top-tier teams and leagues, major events and iconic venues across the world,” said Kay Madati, FIFA’s chief commercial officer.
Last year, the Singapore-based company sponsored the Angel City Football Club, a Los Angeles-based women's soccer team, as a founding partner. It also became UFC's official global 'fight kit' partner, meaning its logo will be featured in UFC apparel worn by athletes in competitions.
Perhaps most notably, Crypto.com inked a $700 million deal to change the name of the Staples Center in Los Angeles to Crypto.com Arena.
The exchange has recently taken its first steps into the US market, allowing customers on a waitlist to try out the platform.