UEFA warms up towards blockchain, seeking crypto sponsors

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Last Updated on May 2, 2024 by cryptocreed

UEFA, the governing body for European soccer, is seeking sponsors from the cryptocurrency exchange sector for its top-tier men’s Champions League competition. The process, initiated by UEFA in Switzerland, has a deadline for offers set for March 20. However, no accepted bidder has been announced just yet.

This sponsorship hunt is part of UEFA’s broader search for sponsors for the 2024-27 cycle, which began in May 2022 in partnership with Team Marketing. In the current commercial cycle, UEFA has eight global Champions League sponsors, including PlayStation, Walkers/Lays, FedEx, Mastercard, Turkish Airlines, and Oppo.

Still on the blockchain hype, Mastercard and UEFA have launched an NFT trivia game for the Champions League, offering tempting prizes, including tickets to the finale. Partnering with MoonPay, fans can win big on Mastercard’s blockchain rewards platform, ‘Priceless’. 

To participate, fans need to get a ‘Mastercard x UEFA Champions League Pass’ NFT and test their football knowledge. Using Polygon’s blockchain, the program issues free NFT tickets accessible through priceless.com. 

Fans can set up a MoonPay digital wallet with just an email to acquire these digital assets. With this initiative, Mastercard showcases its expertise in blockchain technology, inviting fans to engage in the game.

With UEFA showing strides towards Web3, many are betting this year’s European Football Championship in Germany will take the same approach.


UEFA EURO 2024 is set to kick off in Germany next summer, with 23 teams joining the hosts in the finals. The tournament will be held from June 14 to July 14, 2024, in ten host cities around Germany. Football fans worldwide eagerly anticipate the tournament, expected to draw millions of viewers. 

Teams like England, France, and Germany have secured their spots, while Italy and Portugal aim to defend their prestige under new coaches. Nations like Hungary, Scotland, and Serbia make their return, while powerhouses like Spain and Belgium seek another shot at glory. 

Last year, Alipay presented the UEFA Top Scorer trophy to honor the leading scorer of the 2022/23 UEFA Nations League. Despite having a physical trophy, the players’ scoring records were stored permanently on the AntChain blockchain, UEFA’s official global blockchain partner.

With Alipay+ by Ant International as part of the top sponsors for UEFA EURO 2024, it is a given that we should be able to see similar gesture after the final. In the meantime, the cross-border mobile payment brand launches an offline football carnival across Asia as part of its UEFA EURO 2024 global campaign. 

The campaign runs from March to July in four major Asian cities, offering users additional vouchers and tickets to UEFA EURO 2024. The festivities feature pop-up booths with replicas of the Henri Delaunay trophy, EURO 2024 souvenirs, and activities like goal shooting challenges. 

As the Official Payments Partner of UEFA EURO 2024, Alipay+ partners with 15 e-wallets and banking apps for this campaign. Travelers making payments with their home e-wallets via Alipay+ or local users of partner wallets can participate to win limited edition EURO 2024 merchandise and tournament tickets, including to the finals. 

An in-app UEFA EURO 2024 fan zone is launched exclusively for users of AlipayHK, Touch ‘n Go eWallet, TrueMoney, GCash, and DANA, featuring quizzes, vouchers, and interactive mini games. 

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