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BingX signs sponsorship deal with English Premier League club

Web3 & Enterprise·January 05, 2024, 6:44 AM

Singapore-based cryptocurrency trading platform BingX has secured a sponsorship deal as the new sleeve sponsor for Premier League football club Chelsea.

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Photo by Chaos Soccer Gear on Unsplash

January 9 debut

The arrangement, spanning the next six months, is expected to debut during Chelsea’s Carabao Cup semi-final first-leg match against Middlesbrough on Jan. 9.

 

As part of this sponsorship, BingX will prominently feature on the front of Chelsea’s training kits for the upcoming 2024/25 season. Meanwhile, the current shirt sponsor, Infinite Athlete, will transition to a training sleeve sponsorship starting next season.

 

While details about the fate of Chelsea’s training kit deal with Trivago, an online hotel booking site, remain uncertain, the club is navigating sponsorship changes in the wake of owner Roman Abramovich’s prior ownership and UK government sanctions.

 

Corporate rebrand

Established in 2018, BingX operates as a cryptocurrency exchange headquartered in Singapore, catering to a user base of over 10 million in Southeast Asia and North America.

 

In November, the company announced that it was rebranding the business. Part of that process was understood to involve an overhaul of BingX’s visual identity, with the introduction of a streamlined logo. Sponsorship within the English Premier League is a high profile marketing move that will undoubtedly bring more visibility to that brand.

 

Crypto marketing spend rebound

The marketing spend of crypto firms relative to high profile sponsorship deals has recovered significantly in recent months. Such sponsorship deals peaked at the top of the crypto market in 2021. That period saw profligate spending by many of the large crypto platforms. A standout example was provided by the $135 million sponsorship deal signed by fraudulently run crypto exchange FTX for the Miami Heat stadium naming rights in the United States.

 

While that opulent sponsorship spending subsided during the bear market, it appears that there has been a modest resurgence as market conditions have improved. Seychelles-based crypto platform OKX has ongoing marketing relationships with the McLaren Formula One racing team and Manchester City Football Club.

 

In March, U.S.-based crypto exchange Kraken announced a marketing partnership with the Williams Formula One racing team. Earlier this week it emerged that crypto gambling platform Stake.com had signed a sponsorship deal with the Sauber Formula One team.

 

18 of the 20 English Premier League clubs are now understood to have agreed sponsorship deals at one time or another with crypto companies. This demonstrates the growing trend of cryptocurrency platforms associating with high-profile sports partnerships, enhancing their visibility and influence in the market.

 

Chelsea is actively seeking a front-of-shirt sponsorship deal, considering potential collaborations, including discussions with Saudi national carrier Riyadh Air. It’s understood that the BingX deal has been agreed for in excess of £10 million ($12.7 million) per season.

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Web3 & Enterprise·

Sep 15, 2023

Hong Kong and Kazakhstan Pilot SWIFT’s CBDC Solution

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Web3 & Enterprise·

Oct 20, 2023

Avalanche Blockchain Developer Expands into India

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Policy & Regulation·

Mar 07, 2024

Busan at risk of losing its status as blockchain regulation-free zone

Nearly five years have passed since South Korea’s second-largest city Busan was designated as a blockchain regulation-free zone (blockchain zone) in July 2019. This designation has allowed blockchain companies to run their businesses within the region’s regulatory sandbox, freely exploring the potential of the cutting-edge industry. Busan is the only city in Korea to have won the bid for running more than two regulation-free blockchain projects approved by the SME ministry. However, Busan city may soon lose its status as the blockchain zone, unless it develops and attracts new blockchain-related businesses, local news media KBS News reported. The city has been struggling to attract new blockchain businesses after its 10-month-long preparation to enact a law, which would have enabled startups to enroll in indemnity insurance, resulted in failure.  Photo by Alexander Smagin on UnsplashBlockchain startups on the brink of closing its services Among the blockchain companies operating in the blockchain zone is Busan Blockchain Real-estate Investment Currency (BBRIC), which allows users to invest in real estate with a budget as small as KRW 1,000 ($0.75). Park Hyo-jin, Vice CEO of Sejong Telecom operating BBRIC, expressed his concerns in an interview with KBS News, saying that the termination of the city’s status as the blockchain zone would make it difficult for BBRIC to continue its services. Another blockchain startup in the region’s blockchain zone emphasized the importance of maintaining the city’s status in an interview with the press. Kim Yong-gil, the chief research officer at a blockchain-driven solution firm, said the company he’s working for was able to lay the foundation for its business growth after it was selected as one of the first companies to operate within the blockchain zone in 2019. The company currently aims to expand its distribution business from fisheries to coffee industry.  At the moment, 43 blockchain companies like these are operating their offices at the Busan International Finance Center (BIFC). Among 15 of them have relocated to Busan from the outside region to benefit from the sandbox. Busan’s loss of its status would also result in these companies leaving.  Busan’s desperate bid to retain its status as blockchain zone To retain the blockchain startups, the Busan government must maintain its status as the blockchain zone by getting permission to extend the designation period. Kwon Ki-kwang, Head of the Blockchain Regulation-free Zone team at Busan Technopark – a public foundation that supports SMEs – stated that it is looking for businesses specialized in blockchain technology, including those focused on blockchain-driven voting systems.  

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