Austrian cryptocurrency exchange Bitpanda has entered into a significant partnership with Italian football powerhouse AC Milan. Announced on August 14, the deal designates Bitpanda as AC Milan’s premium partner and “official crypto trading partner,” marking a major step in the exchange’s strategy to expand its presence in the Italian market.
Strategic Focus on Italian Market Expansion
As part of this collaboration, Bitpanda will gain extensive visibility through prominent branding at AC Milan’s iconic San Siro stadium, including LED boards visible during television broadcasts. Additionally, the partnership will leverage AC Milan’s expansive media channels, ensuring widespread exposure for Bitpanda. The exchange will also host exclusive events for its community, offering fans the chance to win tickets to matches, official merchandise, and invitations to VIP events.
Eric Demuth, co-founder and CEO of Bitpanda, expressed his enthusiasm for the partnership, stating, “AC Milan is not just a football club; it’s a symbol of long-term commitment, legacy, and unwavering fan loyalty. With over 500 million fans worldwide, they have stood the test of time, just as we aim to do in the financial world. As we seek to strengthen our leadership position in Italy, partnering with the seven-time European Champions League winners was the natural choice. Who else but the Rossoneri?”
Bitpanda’s Strategic Use of Sports Partnerships for Brand Growth
Bitpanda’s collaboration with AC Milan is part of a broader strategy to enhance its brand visibility and connect with a wider audience across Europe. Over the past few months, Bitpanda has forged multiple partnerships with top European sports entities, reflecting its commitment to this marketing approach.
A key example of this strategy is Bitpanda’s high-profile partnership with German football club FC Bayern Munich, established in January 2024. This collaboration has significantly boosted Bitpanda’s international brand recognition.
Beyond football, Bitpanda has also expanded its sponsorship portfolio to include other sports. In 2024, the exchange partnered with Swiss tennis legend Stanislas Wawrinka and French rugby star Antoine Dupont, in May and July, respectively. Bitpanda is also a sponsor of several prestigious tennis tournaments, including the Boss Open in Stuttgart, the Terra Wortmann Open in Halle, and the Mallorca Championships.
Sports Sponsorships: A Growing Trend Among Major Crypto Exchanges
Bitpanda’s strategy aligns with broader industry trends, as other leading cryptocurrency exchanges have also invested heavily in sports partnerships to elevate their brands. On August 14, Crypto.com announced a multi-year sponsorship deal with the Union of European Football Associations (UEFA), becoming the official sponsor of the Champions League, Europe’s most prestigious club football competition.
In 2023, Crypto.com expanded its sports portfolio by partnering with clubs like Paris Saint-Germain and Formula 1 teams such as Aston Martin. However, not all ventures have been successful; the now-bankrupt cryptocurrency exchange FTX famously secured naming rights for the Miami Heat’s arena in 2021. The arena was rebranded as FTX Arena, but the partnership was abruptly terminated in late 2022 when FTX filed for bankruptcy, ending what was initially one of the most lucrative naming rights deals in sports history.
Bitpanda’s move to partner with AC Milan highlights the exchange’s strategic focus on sports sponsorships as a means to drive growth and brand recognition across Europe, particularly in key markets like Italy.
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