Binance (the world’s biggest cryptocurrency exchange by trading volumes) announced on Thursday that it has signed a partnership with Cristiano Ronaldo for the promotion of non-fungible tokens (NFTs).
As part of the multi-year agreement, the Portuguese soccer star and Binance will create a series of NFT collections for sale on the company’s platform, the cryptocurrency exchange said, adding that the first collection would be released later this year.
Binance made a brief statement in the caption of the video that read, “We’re kicking off an exclusive multi-year NFT partnership with football legend Cristiano Ronaldo.
This is your opportunity to own an iconic piece of sports history and join CR7’s Web3 community.”
A few minutes later, Ronaldo replied to the announcement with a tweet of his own: “Proud to be partnering with @binance. Together we’ll give you the opportunity to own an iconic piece of sports history. I’m excited to take this journey with all of you. Let’s change the NFT game with #Binance.”
Binance is expected to develop a series of NFT collections exclusive to their NFT platform called Binance NFT.
The first releases from the collection will be available later in the year, and the rumour mill has it that Cristiano himself will create some of the designs.
With a social media following of nearly 600 million on Twitter and Instagram alone, the deal would have been a no-brainer for Binance, who would be keen to tap into Cristiano’s massive followers on the internet.
Crypto companies have been relying on sports partnerships in a bid to go mainstream. Last year, Crypto.com signed a $700 million deal to rename the Staples Center in Los Angeles as the Crypto.com Arena, while crypto exchange FTX Trading Ltd. sold a stake to National Football League quarterback Tom Brady.