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LaLiga signs first sponsor in crypto and blockchain sector

Spain’s LaLiga has unveiled GCOX, the global cryptocurrency exchange, as its first sponsor in the cryptocurrency and blockchain sector.

The Singapore-based company, which was founded in 2017, has signed a sponsorship agreement covering Asia and the Middle East.

GCOX will provide exclusive products, services, social interactions, football tourism and so-called ‘Money Can’t Buy Experiences’ for fans and the ‘global crypto community.’ The league also becomes part of GCOX’s celebrity and brand token exchange.

LaLiga said that the partnership allows it to make further strides with its internationalisation strategy.

Ivan Codina, LaLiga’s managing director for Southeast Asia, Japan, South Korea and Australia, said: “This partnership represents a significant step in terms of our strategy in Asia. We’re looking to roll out a long-term plan that not only allows the LaLiga brand to grow in this market but one that also promotes the development of the national game and provides spaces where fans are able to get a sense of the passion that surrounds the competition at close quarters.”

Codina added: “There is no better partner than GCOX in terms of achieving our growth plans in Asia and the Middle East. The firm’s relationships and its experience, along with the launch of its tokens featuring top-level athletes such as Manny Pacquiao, Michael Owen and Caroline Wozniacki, provide assurance of strong partnership and future collaboration projects.”

Through the agreement, GCOX is looking to benefit from new business opportunities through football clinics, pre-season fixtures involving local clubs, digital activations, events with ambassadors and the opportunity to see LaLiga matches in person.

Jeffrey Lin, GCOX’s chief executive, remarked: “This partnership will allow us to provide specific customer groups with opportunities, as well as attracting new customers and football fans, who will get to experience what LaLiga is all about.”