The multi-year deal will see the cryptocurrency exchange platform produce non-fungible tokens (NFT) for Conmebol’s Copa Liberatadores, which will be available on Crypto.com’s dedicated platform.

Through its partnership with Conmebol, Crypto.com adds the Copa Libertadores to a sponsorship portfolio that includes the Ultimate Fighting Championship (UFC), Formula One, soccer giants Paris Saint-German (PSG), and the National Basketball Association’s (NBA) Philadelphia 76ers.

The cryptocurrency platform also recently signed a 20-year naming rights deal for the formerly named Staples Center in Los Angeles, worth a reported US$700 million.

Crypto.com will gain brand exposure in stadia during the Copa Libertadores, and will become the first brand to partner with the competition’s Virtual Assistant Referee (VAR). The platform will additionally be promoted across the South American soccer tournament’s digital assets, and during broadcasts.

“Conmebol is always working to be a leading and cutting-edge institution,” said Jose Astigarraga, secretary general of Conmebol.

“We are sure that Crypto.com upholds that same philosophy, as the industry leader. We are convinced that this partnership will be to the benefit of South American football and also for this thriving company.”

Kris Marszalek, co-founder and chief executive of Crypto.com, added: “Our research shows Latin America is leading the way in embracing cryptocurrency, with 40% of Latin Americans saying they are interested in buying crypto in the near future.

“Naturally we were eager to support the continent’s most important football competition, adding to our world-class portfolio of sports sponsorships.”