Despite the bear market that has been hitting risky markets for several months, partnerships between players in the sports world and crypto players are not drying up. But if the big players in the crypto world are looking to establish themselves in the sport, it is above all because the two audiences are quite homogeneous.
Multiple partnerships between the two spheres!
Everyone will keep in mind the halftime of the last Superbowl. On the occasion of this event with global reach, the Coinbase platform did not hesitate to buy two 30-second advertising spots to broadcast a moving QR Code. No text or sound. Transaction amount? Almost $14 million.
An advertisement that had also caused controversy since it had simply crashed the Coinbase application during the meeting. For its part, the FTX platform had also bet on the Superbowl by offering a game to earn Bitcoin.
But in this little game of partnerships, we are forced to bow to Crypto.com. The Singapore-based crypto exchange run by Kris Marszalek has been multiplying partnerships for months.
Also present during the last Superbowl, the platform paid for naming the Los Angeles basketball hall, formerly the Staples Center. From now on, it is in the Crypto.com Arena that the Lakers NBA team plays its home games.
The exchange is also present in Formula 1 since it has been sponsoring qualifying in the sprint format since last season. Crypto.com also has a partnership with the Aston Martin team, in addition to having also offered the naming of the United States Grand Prix for a period of 9 years.
The platform has also developed in combat sports, particularly through its partnership with the UFC.
According to data from Nielsen Sport, the investment of crypto actors in the world of sport would have doubled between 2020 and 2021. According to some sources, sponsorship contracts between crypto actors and the world of sport could represent more than 5 billion dollars. dollars by 2026.
Fan tokens: symbol of the rapprochement between sport and crypto!
When discussing the links between crypto and sport, it's hard not to mention token fans. Truly highlighted during the first confinements, these tokens allow fans to claim their membership and their commitment to their favorite teams.
Thanks to these tokens, the fans can benefit from exclusive advantages such as meetings with the players, autographed jerseys, the choice of the color of the captain's armband, or even the entrance music of their team on the lawn or the field.
For clubs, fan tokens are now seen favorably by the possibility of diversifying the sources of income they offer. Indeed, during the various confinements, the sports clubs were struck by the impossibility of filling the stadiums.
For many clubs (too) dependent on ticketing revenue, these various episodes of confinement or restriction have been particularly chaotic from an economic point of view.
The success of this ecosystem is symbolized by the Socios.com platform and its Chiliz (CHZ) token. But in the face of success, other major players in the crypto universe have also launched.
This is particularly the case with the Binance exchange which has launched several sports fan tokens. The launches of fan tokens via the Binance Launchpad have all been successful. Today, 3 of the 5 biggest fan token projects by capitalization, were launched by the Binance platform.
If token fans have often been confined to football, they are deployed today via many sports. Like Formula 1, tennis, baseball, or even MMA. In the coming months, Chiliz should continue its expansion, seeking to establish a long-term presence in the American market.
Sport and crypto: audiences that look alike!
Several surveys tend to show that these two audiences are often confused. Indeed, the sports fan is generally more cryptophile than the average. For example, a Morning Consult study from last year shows that 66% of sports followers say they are “familiar with digital assets”.
For bettors, this figure even exceeded the 70% threshold. For some bookmakers, the problem of offering digital assets as a means of deposit has been a real subject for several years. For other markets, this problem seems much more recent.
This same study published last year tended to show that sports fans are twice as likely to be aware of digital assets as the rest of the population. No wonder brands are looking to position themselves in this market.
Sport and crypto: new outlets?
Many athletes are also embarking on the launch of NFT collections. Last February, it was the French driver Sebastien Loeb who took the plunge. The sharp drop in sales volume does not seem to put off athletes.
Today, the links between sports and crypto are finding new grounds for expression. To this end, the launch of the Sorare platform has considerably changed the situation.
The "Play to Earn" game has since inspired other projects like Battle Infinity which seeks to deliver a Fantasy League-like universe that sees players compete against each other.
Through players represented in the form of NFTs. But the solution does not stop there and intends, in the long term, to be deployed within a metaverse.
At the moment, the project's IBAT token is available for presale. At the price of 1 BNB = 166,666 IBAT. The presale should last another 78 days. But this period could be shortened if the hard cap set at 16,500 BNB were to be exceeded before the deadline.
For the time being, nearly 20% of the tokens have already been sold. If the sale continues at this rate, all the tokens could have found a buyer by mid-September.
Note that the tokenomics of the project provides for the sale of 28% of the total amount of tokens during this presale.
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