The Spanish top flight, La Liga has penned down a multi-year partnership with Divi. The crypto company has been named as the club’s official crypto wallet partner in the MENA, South East Asia, and China region. It is a first-of-its-kind deal for a football league, while following this association, Divi Wallet wants to raise awareness about it in a market of more than 1 billion.
La Liga finalized the deal with Divi after sharing the same values such as driving innovation and creating meaningful customer relationships through rich, engaging experiences. While Divi was also pinned by La Liga for its focus on accessibility and ease-of-use, social inclusion, and education.
The region targeted by this partnership is considered an emerging crypto capital in near future. As per La Liga’s latest research, there are also areas where crypto is taking off amongst the fans. While data from this year has revealed that 1 out of 10 fans in the MENA region are crypto investors, and 6 out of 10 crypto investors in the MENA region are La Liga fans.
Speaking on the occasion, Oscar Mayo, Executive Director at La Liga, said: “Crypto is being embraced by football fans and we want to bring in partners who demonstrate our understanding of what’s important to them and align with our values. In that regard, Divi Labs was an obvious choice. Much like LaLiga, they are a challenger brand that is innovating its sector. Like us they are driven to deliver the very best experience to their fans. But perhaps most importantly, they, like us, care about building close links with their community and are driven to leave a long-lasting positive impact on everyone they reach.”
Adding to it, Nick Saponaro, CEO, Divi Labs, said: “Our partnership with LaLiga gives us a powerful platform from which to reach and engage new audiences around the world and deliver on our mission to enable people from all walks of life to engage in the crypto economy and achieve financial freedom and inclusion. Critically, it also offers a launchpad from which to get our products into the hands of people who need them most. The partnership will enable us to accelerate the creation of real-world initiatives that help some of the most in-need communities on the planet.”
As part of the brand activation plan, the partnership will focus on creating unique and engaging content, adding to that, there will be player-driven experiences that would help in educating the fans about crypto.
Apart from these, the partnership will be leveraging some key La Liga assets and platforms which would include TV, experiential events, and the integration of CSR initiatives. It would help to build awareness and facilitate access to essential services in local communities that are experiencing challenges that can be solved through crypto.