Fnatic announced today its brand new esports partnership with Crypto.com. For the next five years, the cryptocurrency exchange website will be associating itself with Fnatic’s brand.
This deal, worth over $15 million, is a premium opportunity for Fnatic and Crypto.com to grow each other’s strengths. Fnatic has a huge fan base, spanning multiple generations of esports enthusiasts, while Crypto.com is a leading organization in cryptocurrency exchange.
Fnatic x Crypto.com
Out of this deal, Fnatic gets multiple opportunities to improve merchandising offers. There will be tons of rewards for buyers of Fnatic products. Digital products will be available like exclusive NFTs or important opportunities to better understand online assets like cryptocurrencies. The esports organization will also work alongside its new partner FOR both in-real-life and in-game activations.
— FNATIC (@FNATIC) September 16, 2021
Crypto.com acquires the luxury of using Fnatic’s brand to its advantage. Having both its logo and name branded on the official Fnatic shirt is already a win, but the strategy goes even further beyond. While Fnatic gets to offer better merchandise to its fans, there is also another important result. Fans will better understand cryptocurrencies and could be turned into Crypto.com consumers.
It is not the first time esports and cryptocurrencies crossed paths. However, both Crypto.com and Fnatic are powerhouses of their own industries. Fnatic started in 2004, well before the esports boom, bringing some of its most unforgettable memories. Crypto.com already managed to gather around ten million users across more than thirty countries.
“This partnership sees global leaders in esports and cryptocurrency join forces for a ground-breaking, long-term partnership,” said Fnatic CEO Sam Mathews. “Fnatic boasts one of the most connected, involved, and supportive fan bases in the world and this landmark deal with Crypto.com allows us to further cater to their everyday needs.
Lately, this combination seemed to work out pretty well. Bybit, one of Crypto.com’s competitors, managed to land Astralis, virtus.pro, and Natus Vincere as partners. On the other hand, FTX also took the matter seriously with a ten-year, $210 million deal with TSM. The business world is finally interested in bringing its sponsorship money to the storytelling capabilities of esports.
Written by Charles Fuster
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