Grayscale Investments, which is one of the top cryptocurrency asset managers, has inked a sponsorship deal with the prestigious New York Giants, thus becoming the first digital asset company to sponsor any National Football League team.

Announced on Wednesday, Grayscale has gained the status of ‘Official Digital Currency Asset Management Partner of the New York Giants.’

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The deal will allow the crypto company to become the presenting sponsor of The Giants Foundation Golf Outing, which provides financial assistance in the tri-state area to organizations addressing community issues. Additionally, Grayscale will organize educational seminars on cryptocurrencies for Giants personnel each year.

“Our partnership with the Giants is incredibly meaningful because our roots are in New York,” Grayscale CEO Michael Sonnenshein said on the sponsorship deal.

“We’re excited to partner with such a forward-thinking franchise, to work together on philanthropic initiatives, and to continue to support the New York metropolitan community.”

Sponsorships with Crypto

As crypto companies are getting wealthier, many of them are flocking to the mainstream activities for promotions. Earlier, the crypto derivatives platform FTX made headlines as it gained the naming rights of the basketball area of the Miami Heat, spending $135 million.

Another exchange, Crypto.com became the sponsor of British luxury car manufacturer, Aston Martin’s Formula One team, while many other crypto companies have partnered with European sports teams.

“During our extensive evaluation of the space, we determined that we not only wanted a partner that understood the value of aligning with the Giants brand but also could guide us in navigating the cryptocurrency ecosystem,” said Pete Guelli, New York Giants’ Chief Commercial Officer.

“Grayscale quickly emerged as a company that shares our passion for the New York market but also has the institutional knowledge and network of partners that we can access as crypto continues to evolve.”