- WhiteBIT‘s cryptocurrency token reached an all-time high after announcing a major sponsorship with Italian soccer club Juventus.
- The exchange will serve as the official sleeve sponsor and crypto exchange partner for Juventus over a three-year agreement.
- WhiteBIT will feature its logo on the Juventus first team jersey sleeves and focus on fan engagement through technology.
- Juventus and other top soccer teams, including Paris Saint-Germain and FC Barcelona, have expanded partnerships with cryptocurrency firms in recent months.
On Monday, European crypto exchange WhiteBIT saw its token (WBT) reach a new high after announcing a three-year sponsorship with Italian soccer club Juventus. The agreement makes WhiteBIT the club’s official sleeve sponsor and crypto exchange partner.
The announcement caused the WhiteBIT token to surge over 30%, with its price climbing to $51.64 and its market cap reaching $7.45 billion. According to data from CoinGecko, WBT is now inside the top 25 cryptocurrencies by market capitalization. Overnight, it reached a peak of $52.27, surpassing its previous high set just a day earlier.
Juventus CEO Maurizio Scanavino stated, “We are thrilled to welcome WhiteBIT to the Juventus family, a partner that shares our commitment to innovation and excellence, both on and off the pitch.” He added that the collaboration will deliver, “new engagement opportunities, leveraging cutting-edge technology to enhance their connection with Juventus.”
As part of the sponsorship, the WhiteBIT logo will appear on the sleeves of Juventus’ men’s first team jerseys starting at the FIFA Club World Cup. Both organizations plan to develop exclusive digital content and additional fan experiences.
This is the second time this year Juventus has made headlines for its involvement with cryptocurrency. Stablecoin firm Tether previously announced a minority investment in the club, and Juventus also offers a fan token (JUV) on the Chiliz blockchain.
Alongside Juventus, WhiteBIT is also the crypto exchange partner for FC Barcelona, another major soccer club. According to WhiteBIT CEO Volodymyr Nosov, “This partnership marks a major milestone in our mission to make cryptocurrency more accessible to an increasingly wider audience.”
Other major soccer organizations are increasing their ties to digital assets. In May, global soccer body FIFA launched its own Avalanche L1 blockchain and introduced the new blockchain game FIFA Rivals. Meanwhile, French club Paris Saint-Germain announced it is keeping part of its balance sheet in Bitcoin.
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