Mainstream cryptocurrency exchange firm Binance and Italian football giants Lazio have agreed on a multi-year shirt sponsorship deal.
On Wednesday, both parties confirmed the pact, which is said to be worth over €30 million (£35 million).
“Binance will become the main jersey sponsor for S.S. Lazio,” the cryptocurrency exchange firm announced on its website.
Lazio will wear Binance-branded jerseys starting from this weekend’s Serie A home fixture against Inter Milan. Binance will also appear in Lazio’s “communications activities,” henceforth.
The agreement is primarily set to last for two years, with an option for a third year.
Binance is also leveraging the hype surrounding this partnership to launch its fans token platform, where the Lazio fan token and tokens of other top soccer teams worldwide will be traded.
“We are very satisfied with this new international collaboration – Lazio’s President Claudio Lotito said in an official press release – the partnership with Binance will allow us to extend our digital presence and connect with fans and followers from all over the world like never before.”
Lazio is no stranger to sponsorship deals with crypto entities. In September 2020, the Italian soccer team announced StormGain as its official crypto trading partner.