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Inside Crypto’s Multiyear Rush Into Soccer - Video học tiếng Anh
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Inside Crypto’s Multiyear Rush Into Soccer
Inside Crypto’s Multiyear Rush Into Soccer
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0:00
Football clubs needed cash. Crypto companies needed credibility. And in 2020,
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those two problems collided and created a sponsorship gold rush.
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Professional football, or soccer, is a marketer's dream.
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Few things in global media can match its audience
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or the emotional connection fans have with their clubs.
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It cuts across languages, cultures,
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and borders, making it arguably the world's most accessible sport.
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It's also one of the last reliable ways to reach millions of people at once. In an era of social
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media and on demand viewing, live football remains one of television's biggest audience magnets.
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That attention is what makes football so valuable, and the biggest clubs are worth more than ever.
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But in 2020, football's commercial engine ground to a halt.
1:06
"New fears tonight. The Coronavirus may be more contagious than originally thought"
1:10
"Questions still remain about the virus"
1:12
"Corona virus"
1:13
"Corona virus"
1:13
"Corona virus"
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During the Covid lockdowns, football matches across Europe were halted for months. And
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when play did resume, stadiums remained empty for the rest of the 2020/21 season,
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wiping out one of the sports most important revenue streams.
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Kieran Maguire is Professor of Football Finance at the University of Liverpool.
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The losses globally in football increased significantly as as a result of Covid.
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Matchday income is worth 15% of Premier League income, it can be around about 30,
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40% in other major leagues and in minor leagues it can be more than half of total revenue.
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For clubs such as Manchester United which has the largest stadium capacity in the Premier League,
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the impact was severe with losses averaging about $4 million per game,
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and the pressure spread across the business.
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With games played behind closed doors, some sponsors renegotiated
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deals or delayed payments as the value of their exposure changed.
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In the 2019/20 season, the size of the European football market shrank by 13%. From nearly 30
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billion euros to just over 25 billion euros - its first contraction since the financial crisis.
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The pandemic cost the Premier League alone one billion pounds, or about 1.3 billion dollars,
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resulting in its first ever revenue decline, bringing years of growth to a sudden halt.
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Meanwhile, cryptocurrencies, digital assets traded through exchanges and built on blockchain
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networks were booming. Bitcoin led the charge and much of the market followed.
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This chart shows just how quickly the broader crypto market moved.
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The UK's first national lockdown began on March 23rd, 2020. By August 2021,
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as fans were beginning to return to stadiums across the UK and parts of Europe, the total
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cryptocurrency market had risen from $160 billion dollars to around $2 trillion dollars.
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Rob Wilson is the Dean at University Campus of Football Business.
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What clubs started to do was look, right, how can we plug that gap in our finances? Oh, look,
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we've got a cryptocurrency or a blockchain or a digital platform that we can start to use.
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So, football clubs needed sponsors and their cash, but what did crypto companies
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get in return? Access to something the young industry couldn't build overnight. Trust.
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One company embracing football is Bitpanda, a Vienna- based crypto platform with partnerships
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across the game, including clubs such as AC Milan, Bayern Munich, Paris Saint-Germain and Arsenal.
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So, when it comes to those sponsorships, are you looking to increase brand trust,
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grow legitimacy, or are you actually trying to acquire customers?
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I'm a strong believer that one goes with the other. So,
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if you associate yourself with those kind of clubs,
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if it's in the UK Arsenal or if it's in France with Paris Saint-Germain and you also use those
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clubs for activation, we've integrated all of our partnerships into a TV campaign last year.
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So, you see that the recognition of your brand is much stronger,
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and I believe that we're still in the buildup phase for our brand. So,
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we need strong partners to leverage us up to become an even more known and trusted brand.
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For crypto firms, a shirt sponsor, sleeve deal, or club partnership wasn't just advertising. It was
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borrowed credibility, a way to sit alongside institutions that fans already trusted.
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I was using this 'phrase blinded by the cheque'. It was a lot of money,
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perceived as being relatively little risk as far as the football club was concerned, at a time when
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the football club was desperate for cash. So, as a consequence, it seemed like a perfect solution.
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Covid created the immediate revenue shock,
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but there was a longer-term shift happening too. Football clubs are always looking for
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new revenue streams. During the 2010s, they began securing hyper-specific brand
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partnership deals for everything from noodles and deodorant to even tractors.
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So, when crypto companies came looking for partners, clubs were ready to listen.
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And in 2020, one of football's biggest traditional sponsorship
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categories was also starting to come under pressure, gambling and betting.
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From the commencement of the 2026/2027 season, Premier League clubs are not allowed to have front
5:39
of shirt deals with gambling companies. That vacuum has to be filled somewhere.
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During the 2025/26 Premier League season, eight clubs still had gambling companies
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on the front of their shirts, worth an estimated £60 million pounds a year.
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Cryptocurrencies will be licking their lips to an extent because
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they know that there is that revenue gap because of the regulation of gambling.
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Within a few years, clubs were signing multi-million-dollar deals across the
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crypto industry from blockchain platforms to major exchanges.
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And the data backs that up.
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Between 2021 and 2024, football was the biggest global category
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for new sponsorship deals ahead of other major sports year after year.
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The more popular you are, the more people want a piece of you. During the crypto boom,
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football became one of the industry's biggest prizes.
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Crypto had bought its way into football. Clubs got new money. Crypto companies got visibility,
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trust, and access to millions of fans. But as the boom began to fade,
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that bargain started to look a lot more complicated.
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Coming up in the next episode, shirt sponsors disappear, fan tokens plunge,
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regulators start asking questions.
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How did football's crypto boom unravel? And who was left paying the price?
