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

Even the sports world can no longer ignore it: cryptosponsorship. Or crypto companies doing (sports) sponsorship. No soccer match or Formula 1 race can be seen anymore without digital currencies jumping out at you. It is becoming increasingly popular within the advertising market, but why is that really? Anycoin Direct explains.Text: Patrick StofferSports sponsorship is leading to greater awareness of cryptocurrencies among fans and spectators, at a time when crypto is taking a more prominent role in media and daily life. The sports industry has become aware of the potential that cryptocurrencies and blockchain technologies possess to further commoditize 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 legitimacy/reliability and introducing them to investing in crypto for the first time also plays an important key role.

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

And the Netherlands?

Looking at the Netherlands we see, among other things, that PSV is sponsored by Anycoin Direct. Why was PSV chosen 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 fan. As a technology company from the Brainport region, we are excited about the cooperation with PSV. We want to raise awareness of crypto in the Netherlands and introduce people to it in a safe and accessible way."

But of course that is only half of the picture because PSV obviously has plenty of sponsorship choices so why would PSV go for a crypto company over other parties? On this, Frans Janssen, Commercial Director at PSV, says the following: "The possibilities and the future offered by the world of cryptocurrency are very promising. To then enter into this partnership with a reliable local party that opts for a personal approach is very important to us as a club."

Thus, the signs at PSV's home games feature the crypto company from Veghel, which ensures that because of the trust fans have in PSV, fans will also come to see Anycoin Direct as a trustworthy company. This will increase both the legitimacy of Anycoin Direct and crypto in general.

This is just one example of cryptosponsorship, but of course it remains careful to select the right parties to partner with. In late 2019, it happened to PSV itself. One of its partners, Investous, became discredited after an episode of the television program "Opgelicht. In the end, 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 they explicitly chose Anycoin Direct, "a company from the region with a confidential reputation," Frans Janssen said. Thus, one remains vigilant about who one joins forces with as a sports organization, but that cryptosponsorships are here and will increasingly become part of the sports landscape in the coming years is clear.