Crypto Firms heavily Invest in Champions League Sponsorships as UEFA Faces Legal Challenges
LONDON – A new analysis reveals that crypto firms are deeply embedded in the 2025/26 UEFA Champions League, with 24 of the 36 participating clubs boasting at least one cryptocurrency-related sponsorship deal. This surge in investment comes as UEFA navigates ongoing legal battles, including a lawsuit alleging format theft and challenges related to the European Super League.
The widespread adoption of crypto sponsorships reflects the industryS continued pursuit of mainstream visibility through partnerships with high-profile sporting events. While the exact financial value of these deals remains undisclosed, the presence of crypto brands on jerseys, stadium signage, and digital platforms signals a significant influx of capital into European football. This trend underscores the growing intersection of the crypto world and conventional sports, despite ongoing market volatility and regulatory scrutiny.
According to data compiled by Protos, the teams currently leading the league phase – including Arsenal, PSG, and bayern - are among those with crypto partnerships. Teams trailing in the standings,such as Ajax,Kairat,and villarreal,also feature crypto sponsors. The Champions league league phase began in mid-september and is scheduled to conclude on January 28,paving the way for the knockout stages.
Beyond sponsorships, Coinbase recently announced its acquisition of crypto infrastructure firm Zerohash for up to $2 billion, further demonstrating the industry’s financial strength and expansion. Though,UEFA’s season has been marred by legal disputes. In October, the institution was sued for $23 million over claims of stealing the competition’s format. Together,Real Madrid is seeking “significant damages” from UEFA following a court ruling that found the football body engaged in anti-competitive behavior regarding the european Super League.
