Cristiano Ronaldo has signed a multi-year marketing partnership with cryptocurrency company Binance. As part of the agreement, numerous Ronaldo NFT collections will be made and distributed exclusively on the Binance NFT marketplace each year.
In his announcement post, Ronaldo said, “Together, we’ll give you the opportunity to own an iconic piece of sports history.”
Binance partners with Cristiano Ronaldo – CZ comments on collab
Binance CEO Changpeng Zhao lauded Ronaldo’s achievements in soccer, saying that the athlete had “transcended sport to become an icon in multiple industries.”
“He has amassed one of the world’s most dedicated fan bases through his authenticity, talent and charity work,” Zhao said.
He went on to say that the Binance team is eager to provide Ronaldo fans with “exclusive engagement opportunities to connect with Ronaldo” as they hold pieces of the NFT collections.
Ronaldo was granted crypto tokens for his sporting achievements in March. For each senior career goal scored, the soccer player received JUV tokens, the official fan token of Juventus F.C.
Binance pushes through despite bearish market
Despite the current crypto winter, Zhao voiced optimism earlier in June. He stated confidently that this is his third crypto winter and Binance’s second brush with this type of market situation, meaning that the team understands how to handle a bear market.
Additionally, according to the CEO of Binance, they will take advantage of the opportunity to employ the best personnel that is available at this time.
Crypto and sports
In an effort to become mainstream, cryptocurrency companies have been leaning on sports alliances. Tom Brady bought a stake in the cryptocurrency exchange FTX Trading Ltd. last year, and Crypto.com negotiated a $700 million contract to rename the Los Angeles Staples Center the Crypto.com Arena.