With the commencement of the 2024–2025 football season, another sports sponsorship has been sealed. Today (Wednesday), blockchain firm BlockDAG revealed its three-year deal with German football club Borussia Dortmund (BVB), worth $10 million.

Deep-Pocketed Crypto Firms Entering Football

The latest deal came after Coinbase, one of the big names in crypto exchanges, extended its agreement with BVB for the next three years. Coinbase first became BVB’s sponsor in 2021. However, the finances of that deal remain unknown.

“Partnering with one of the world’s most successful football clubs, boasting one of the largest and most passionate fan bases globally, marks a pivotal moment for BlockDAG,” said Antony Turner, CEO of BlockDAG.

Under the terms of the deal, BlockDAG earned the status of BVB’s Premium Blockchain Partner. Further, the blockchain company has gained branding rights across Signal Iduna Park, the official stadium of BVB, which has a maximum capacity of accommodating 81,365 spectators, including LED advertising around the pitch and prominent placements on large screens during home matches.

“It was exciting to see our branding at the iconic 80,000-seater Signal Iduna Park during BVB's recent victory over Eintracht Frankfurt, and we eagerly anticipate many more exciting moments and successful outcomes in the future,” Turner added.

Promotions on Physical and Digital Infrastructure

The blockchain company will also be able to promote its branding on the football club's social media channels. BVB has 20.9 million followers on Instagram, 15 million followers on Facebook, 4.4 million followers on X (formerly Twitter), and 1.3 million subscribers on YouTube.

The sponsorship deal also includes elements of fan engagement, as the blockchain company plans to launch a series of fan competitions and giveaways, including VIP matchday experiences and signed memorabilia. It will also offer VIP hospitality to selected fans and $BDAG coin holders, including behind-the-scenes stadium tours, meet-and-greets with Borussia Dortmund players, and access to exclusive events and premium seating. These fan engagement arrangements usually come with deals of such size.

“We look forward to exploring the exciting possibilities that this collaboration will bring to our fans and the broader football community,” added Carsten Cramer, CMO of Borussia Dortmund.

Meanwhile, other financial services companies are also entering into new sports deals or enhancing existing ones. As Finance Magnates reported, Swissquote recently revealed that it would be the “principal sponsor” of two Swiss ice hockey teams. Among the crypto exchanges, Gate.io became the sleeve sponsor of Italian football club giant Inter Milan.