LaLiga on Thursday announced to sign a multi-year partnership with ‘Crypto-made-easy’ pioneer, Divi to become its official crypto wallet for the MENA, South East Asia & China regions. A world first for a football league, the deal will raise awareness of Divi’s wallet to an audience of over 1 billion.
Aligned through shared values of driving innovation and creating meaningful customer relationships through rich, engaging experiences, Divi was selected because of its focus on accessibility and ease-of-use, social inclusion, and education.
The regions covered by the deal are considered by many experts to be emerging as the next crypto capitals. According to LaLiga’ s latest research, they are also areas where crypto is taking off amongst fans. Data from this year reveals that 1 in 10 fans in the MENA region are crypto investors and 6 out of 10 crypto investors in the MENA region are LaLiga fans.
“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,” said Oscar Mayo, Executive Director at LaLiga.
¨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,” he added.
The partnership will push the boundaries of brand activation through a comprehensive schedule of activities. Areas include the creation of unique content and player-driven experiences that will help educate fans about crypto, leveraging of key LaLiga assets and platforms including, TV, experiential events, & the integration of CSR initiatives to build awareness of, and facilitate access to, essential services in local communities experiencing challenges that can be solved through crypto.
“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,” said Nick Saponaro, CEO, Divi Labs.
“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,” he added.