Hong Kong-based cryptocurrency platform Crypto.com will become the first innovation and technology partner of the Italian Professional Football League known as Lega Serie A.

The multi-year partnership integrates Crypto.com in each broadcast moment where technology enhances the match, as the presenting partner of Virtual Assistant Referee (VAR) and Goal Line Technology.

Lega Serie A’s VAR Center in Lissone will also be co-branded as the Crypto.com VAR Center. In addition, Crypto.com will present the Lega Serie A Goal of the Month.

This partnership builds on Crypto.com’s sponsorship of Lega Serie A’s Coppa Italia in May of this year.

Building on the success of the NFT collection Lega Serie A and Crypto.com created for this year’s Coppa Italia, new NFT collections related to Serie A, Coppa Italia and Supercoppa Italiana will be developed as a result of the new partnership.

Earlier this year, Crypto.com had partnered with Aston Martin Cognizant Formula One team.

“We are very happy and honoured by this important partnership with Crypto.com, a leading cryptocurrency company that has chosen Lega Serie A to develop increasingly engaging products for all the fans of Italian football.

 

Over the next few months we will be developing a number of commercial and marketing initiatives to expand our fan base and engage more and more fans.”

said Luigi De Siervo, CEO of Lega Serie A.

“We are extremely proud to deepen our partnership with Lega Serie A to enhance the fan experience with technology and innovation at the core.

 

Since its introduction, VAR has brought greater transparency and reliability to football, features which we value deeply at Crypto.com.”

said Kris Marszalek, Co-Founder and CEO of Crypto.com.