Everton Deal Is eToro’s Latest Attempt to Reach New Crypto Users

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Tim Alper

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Tim Alper

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Tim Alper is a British journalist and features writer who has worked at Cryptonews.com since 2018. He has written for media outlets such as the BBC, the Guardian, and Chosun Ilbo. He has also worked...

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June 26, 2023 06:53 EDT

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In an attempt to bring masses into the cryptoverse and then convert them into their clients, cryptocurrency companies are working hard on their marketing campaigns and targeting top names in the non-crypto world.

This time, cryptocurrency and stock trading platform eToro has signed a sponsorship deal with English Premier League (EPL) club Everton – just days ahead of the start of the new season.

Everton Football Club, who play in Liverpool, in the northwest of England, have spent a record-breaking 119 seasons playing in the English top division and won the First Division championship (the precursor to the EPL) nine times.

eToro, meanwhile, has been intensifying its presence in European top-flight football. Ahead of last season, the club penned advertising deals with seven EPL teams, including 2016 champions Leicester City, northeastern giant Newcastle United and UEFA Champions League finalists Tottenham Hotspur – paying clubs in bitcoin, rather than GBP.

But the new Everton deal will see eToro go a step further, with the latter becoming Everton’s “official online trading partner.”

Although the deal does not include shirt sponsorship, the club said that eToro would gain “global exposure through access to Everton’s marketing assets and a presence at Goodison Park [Everton’s home ground] on matchdays.”

Per an Everton press release, Alan McTavish, the commercial director at the club, stated, “We are excited to see what can be achieved by bringing blockchain technology into the world of football.”

As part of more football-related marketing activities, eToro yesterday held a debate about clubs’ prospects for the new EPL season – featuring a number of ex-professional footballers, such as former England internationals Ledley King and Matt Le Tissier.
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eToro is not the only blockchain enterprise looking to expand its presence within European football. Blockchain platform Socios has previously struck deals with Italian giants Juventus and AS Roma, as well as Paris Saint Germain of France’s Ligue 1 and the EPL’s West Ham.

Earlier this summer, Benfica, 37-time Portuguese Primeira Liga champions became the first major club in Europe to accept cryptocurrency payments for ticket sales, announcing a partnership with crypto payment platform UTRUST.