Cryptocurrency exchange Bitget partnered with Spain’s top-tier football league, LaLiga, becoming its official cryptocurrency partner for Eastern, Southeast Asia, and Latin America. 

The partnership was officially announced at the Token2049 event in Singapore

This partnership is valued at over $10 million and will last for two to three years, according to The Block. It aims to promote the adoption of Web3 technologies and increase Bitget's visibility globally.

Chief Operating Officer, Vugar Usi Zade, explained that this partnership offers a broader scope for Bitget to engage with fans across various regions, especially in Asia and Latin America. These are key markets for crypto adoption, with a growing base of users interested in decentralized technologies.

Impact on Bitget’s Partnership with Messi

This deal also brings into focus Bitget’s existing partnership with Lionel Messi, one of the greatest footballers of all time. The collaboration with Messi is set to end later this year, but the LaLiga partnership offers Bitget more flexibility and opportunities. 

While Bitget has not yet decided on the future of its Messi partnership, the LaLiga deal provides the exchange with a broader canvas for collaborations with football stars.

Usi Zade hinted that Kylian Mbappé, another football superstar, could potentially be part of Bitget’s future events, according to CoinDesk.

Worth noting, Bitget has been actively expanding its presence in the crypto market. The exchange recently surpassed 45 million users worldwide, and its Bitget Wallet app now boasts over 12 million users. 

LaLiga’s Technological Push

Javier Tebas, President of LaLiga, talked about the league’s dedication to exploring new technologies. 

“Over the last decade, digitalization and innovation have been among LaLiga's priorities,” Tebas said. “We are committed to being pioneers in the sports industry, and this collaboration with Bitget will further our reach into the world of blockchain and Web3.”

LaLiga’s push into Web3 is not new. Last season, the league launched its New Era initiative, which emphasized the role of technology in sports. By partnering with Bitget, the football league is able to promote digital assets and engage fans more seamlessly.

Bitget’s LaLiga partnership is part of a broader trend of cryptocurrency companies venturing into the sporting world. Earlier this year, Crypto(.)com was appointed as the official global crypto platform partner for UEFA’s Champions League. LaLiga itself has also collaborated with Divi Labs in the past, exploring crypto wallet integration in specific regions.

The focus on sports allows crypto companies to tap into a massive, global audience. Football, in particular, has proven to be a fertile ground for promoting blockchain and cryptocurrency adoption.