Why crypto is playing an increasingly prominent role in the sports world

The sports world can no longer ignore it: crypto sponsorship. In other words, crypto companies that do (sports) sponsorship. You can no longer watch a football match or Formula 1 race without the digital currency jumping out at you. It is becoming increasingly popular within the advertising market, but why is that? Anycoin Direct explains it.Text: Patrick StofferSports sponsorship leads to greater awareness of cryptocurrencies among fans and spectators, at a time when crypto is taking a more prominent role in the media and everyday life. The sports sector has woken up to the potential that cryptocurrencies and blockchain technologies hold to further commercialize fan engagement, attract sponsors and capture a global market. The goal of crypto companies is to educate the public about the industry in general and about their own individual brand. In addition, convincing them of legitimacy/reliability and introducing them to investing in crypto for the first time also plays an important key role.

For example, the Football World Cup in Qatar is already sponsored by a crypto company. In addition, almost all Formula 1 teams and the F1 organization itself are sponsored by a crypto company. In America, one of the most prominent Super Bowl advertisements was even purchased by a crypto company.

And the Netherlands?

If we look at the Netherlands, we see that PSV is sponsored by Anycoin Direct. Why was PSV chosen now out of all the sports properties in the Netherlands? COO of Anycoin Direct, Lennert Vlemmings: “ I grew up in the region and have always been a PSV player. As a technology company from the Brainport region, we are enthusiastic about the collaboration with PSV. We want to increase awareness of crypto in the Netherlands and introduce people to it in a safe and accessible way.”

But that is of course only half of the picture because PSV has plenty of choice in terms of sponsorships, so why would PSV choose a crypto company over other parties? Frans Janssen, Commercial Director at PSV, says the following about this: “The possibilities and future that the world of cryptocurrency offers are promising. “To then enter into this partnership with a reliable local party that opts for a personal approach is very important for us as a club.”

The crypto company from Veghel is therefore featured on the boards during PSV home matches, which ensures that fans will also see Anycoin Direct as a reliable company because of the confidence they have in PSV. This will increase the legitimacy of Anycoin Direct as well as crypto in general.

This is just one example of crypto sponsorship, but you must of course be careful when selecting the right parties to work with. The PSV itself still happened at the end of 2019. One of the partners, Investous, came under fire after an episode of the television program 'Opgelicht'. Ultimately, PSV was forced to tear up the contract with this party. Since then, PSV has been extra careful in investigating and approving its potential sponsors. That is why Anycoin Direct was explicitly chosen, 'a company from the region with a confidential reputation', says Frans Janssen. It remains important to pay attention to who a sports organization chooses to work with, but it is clear that crypto sponsorships are here and will increasingly become part of the sports landscape in the coming years.