Twitch Rivals, the tournament series operated by live-streaming platform Twitch, has announced a partnership with cryptocurrency exchange Crypto.com.
As a result of the deal, the exchange has been named the official global cryptocurrency platform partner of the series.
The multi-year partnership will feature activations at upcoming Twitch events, alongside the exchange’s logo appearing in branded segments during broadcasts. As per a release, the Crypto.com brand will appear in over 250 broadcasts in a year.
Lou Garate, Head of Global Sponsorship Sales at Twitch, commented on the deal: “Twitch Rivals has built a loyal and global community of next-gen fans. Through our partnership with Crypto.com, we are looking forward to continuing to create new and exciting moments to drive engagement for our passionate and tech-savvy viewers.”
The trend of cryptocurrency companies joining forces with the esports industry has skyrocketed in 2021. Several organisations have secured deals with NFT marketplaces and exchanges in recent months. This includes Crypto.com inking an £11m deal with Fnatic to become its global cryptocurrency partner in September.
Alongside Fnatic, the likes of NAVI, BIG, and Astralis have all entered partnerships with crypto exchange platforms.
Kris Marszalek, Co-founder and CEO of Crypto.com, also spoke on the partnership: “We’re extremely excited to add Twitch Rivals, the home of esports, to our growing portfolio of the world’s best brands in sports. With well-over 1bn gamers worldwide, fans of gaming and esports are digital natives, for whom cryptocurrency is inevitable.”
Esports Insider says: Blockchain and esports continue to work hand-in-hand, with Twitch becoming the latest party to enter a cryptocurrency exchange deal. In what is becoming a highly competitive area of the market, Crypto.com joining forces with one of the biggest streaming platforms in the space is certainly a smart move as it looks to expand its involvement in the industry.