Binance Teams Up With Cristiano Ronaldo For A Multi-Year NFT Partnership

Global cryptocurrency exchange Binance 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 player and Binance will create a series of NFT collections for sale on the company's platform, the cryptocurrency exchange announced Thursday. It added that the first collection would release later this year and have iconic designs created in collaboration with Ronaldo.

The company said that the registered Binance users in select countries will also be able to purchase the collections using Binance Pay.

“Nothing is more important to me than the fans, so the idea of bringing unprecedented experiences and access through this platform is something that I wanted to be a part of,” Ronaldo said. “I know the fans are going to enjoy the collection as much as I do.”

Through this partnership, Binance will build on existing partnerships with the Argentine Football Association, the Brazilian Football Confederation, and professional sports clubs S.S. Lazio (IT) and FC Porto (PT).

“Cristiano Ronaldo is one of the world’s best footballers, and has transcended sport to become an icon in multiple industries. He has amassed one of the world’s most dedicated fan bases through his authenticity, talent, and charity work,” said Binance Founder and CEO “CZ” (Changpeng Zhao).

“We are thrilled to provide his fans with exclusive engagement opportunities to connect with Ronaldo and own a piece of iconic sports history.”

A recent survey has shown that sports fans are more likely to purchase cryptos and NFTs. The Seton Hall University surveyed 1,514 U.S. adults and found that 57% of households with an avid sports fan own digital assets, more than double the rate of households without one, at just 24%.

“Although we are in the early innings of crypto and NFT ownership, sports fans have shown a real proclivity for engagement in these markets,” said Daniel Ladik, a Seton Hall marketing professor and poll methodologist.