Manchester United, Tezos Set for Multi-Year $27M Sponsorship Deal

Manchester United is set to unveil a multi-year sponsorship deal with crypto network Tezos, per The Athletic

Both parties have reportedly agreed to a deal worth over $27 million per year, and Tezos will be featured on the football club’s training kit. 

The deal will follow Manchester United’s previous eight-year deal with American insurance company AON, which concluded at the end of last season. 

This season, Manchester United’s training kit has gone without a front-facing sponsor. 

The Athletic reports that Manchester United declined to comment on the story, and Tezos—who were contacted—did not respond prior to publication. 

This news follows a long line of crypto-related sports marketing, which has taken the wider world of sports—not just soccer—by storm in recent months. 

Crypto and sports ads

This is not the first time Tezos has embarked on a sports marketing campaign. 

In May 2021, Red Bull’s F1 racing team launched several NFTs on the Tezos blockchain. “Tezos will help us maximize our engagement with our fans through the development of NFTs,” said Christian Horner, the Red Bull Racing Honda CEO, at the time. 

“This is a hugely exciting space in which we’ve been looking for the right partner and in Tezos, we strongly believe we’ve picked a winner that will help us give our fans a new, unique, and innovative way to connect with the team,” added Horner. 

Elsewhere in the sports and soccer world, football giants like FC Barcelona, Juventus, and Manchester City have joined fan token platform Socios. 

It hasn’t all been plain sailing for soccer clubs and their intended embrace of crypto-related campaigns. 

In December last year, the UK’s Advertising Standards Authority (ASA) banned Arsenal FC fan tokens. 

The ASA said the adverts “trivialized investment in cryptoassets and took advantage of consumers’ inexperience or credulity.”


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Manchester United Unveils a Training Kit Sponsorship With Tezos

The professional British soccer team – Manchester United – inked a $27 million deal with the blockchain platform Tezos. As a result, the club will put the latter’s logo on its training apparel.

Tezos Partners with “The Red Devils”

The most successful English soccer club ended its previous $163 million collaboration with the American insurance company Aon at the end of last season. Since then, the team has been seeking another training kit sponsor.

According to The Athletic, the decentralized open-source blockchain protocol – Tezos – stepped in as one. Manchester United will pay $27 million per year to have the project’s logo on its training apparel.

The soccer giant, known among fans as “The Red Devils,” has already started promoting the sponsorship on its club’s center. However, the Carrington ground, home to the team’s youth academy, will not embody Tezos’s initials.

Last summer, the club’s legend Cristiano Ronaldo re-signed with “The Red Devils” after spending many years of his career at Juventus and Real Madrid. According to many, the Portuguese superstar is a driving factor in striking commercial deals like the one with Tezos.


The blockchain entity has interacted with the sports industry before as well. Last October, it collaborated with the British F1 team – McLaren Racing – to launch a non-fungible token (NFT) platform where fans could purchase digital collectibles related to their favorite Formula 1 squad.

FC Barcelona Might Pick Polkadot

Earlier this year, another soccer giant – FC Barcelona – revealed it could enter the cryptocurrency universe by striking a partnership with the blockchain protocol Polkadot. If the two parties shake hands, the digital asset platform will become an official jersey sponsor of the team.

FC Barcelona described the latter as a protocol that allows a “high number of transactions per second.” In fact, it can perform 1,000 TPS, and once it becomes fully operational, it could increase to 1,000,000.

Apart from Polkadot, the other option for a sponsor is the digital music streaming service Spotify. The Spanish club informed it would thoroughly examine the alternatives and choose the one corresponding to its long-term goals.

FC Barcelona’s current sponsorship with Rakuten is due in July this year, meaning that Polkadot or Spotify will step in as the new sponsor after that date.


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One Ethereum Competitor Is Surging in Price Despite Crypto Market Doldrums

An Ethereum (ETH) competitor is defying the crypto market doldrums and surging this week in the wake of blooming network activity.

According to a new Twitter announcement, smart contract platform and self-amending blockchain Tezos (XTZ) set a new monthly all-time high with more than six million contract calls, a measure of network activity, in January.

XTZ is trading at $3.77 at time of writing, up more than 28% in the past seven days.

High-profile investors like billionaire venture capitalist Tim Draper are taking notice. Draper told Fortune this week that he’s optimistic about the project.

“Tezos requires less energy and is proof-of-stake, which ETH keeps promising to deliver but can’t… All the gamers are using Tezos for smart contracts, and longer-term they’ll be the real contracts, so I would guess that will do very well.”

Tezos has also landed a multi-year sponsorship with the British soccer team Manchester United, according to a new report from The Athletic.

The deal is reportedly worth more than $22 million per year. News of the sponsorship broke after the smart contract platform’s price surge.

It’s not Tezos’ first venture into the sports world: The project has previously sponsored the New York Mets baseball team and partnered with Red Bull Racing Honda.

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Tezos scores $27M deal with Man United, Baby Doge backs Hoffenheim

Manchester United, one of the world’s most popular soccer (or football) teams is reportedly set to announce a multi-year training kit sponsorship by Proof-of-Stake blockchain platform, Tezos.

First reported by The Athletic, the deal is apparently in excess of $27 million per year, allowing Tezos to place its logo on the team’s training uniform. Manchester United have reportedly finalized filming  promotional material ahead of the official announcement.

The report also speculates that the partnership may involve collaboration in the technology space, such as a Metaverse or other Web3 project.

Tezos has made heavy investment into sports sponsorships. In May 2021, RedBull racing announced Tezos as its official blockchain partner. Tezos to build its first NFT fan experience which was launched in November later that year.

A similar announcement by McLaren Racing a month later saw Tezos as its Official Technical Partner in a multi-year deal across its Formula 1, INDYCAR and esports teams, and the Tezos network was used in the launch of McLarens NFT collection in October 2021.

Manchester United is in the top tier of pro-English football dubbed the English Premier League (EPL). It joins several other EPL clubs who have either penned sponsorship deals or fan token partnerships.

In August 2021, Dogecoin partnered with Watford FC as its shirt sleeve sponsor for the 2021-22 season, with players sporting the coins’ famed meme logo on their arm. Manchester City, Arsenal and Wolverhampton Wanderers FC have all launched fan tokens on various platforms such as Socios and Bitci.

Baby Doge partners with German football club

Meanwhile Doge and Shiba Inu inspired meme coin, Baby Doge Coin ($BABYDOGE), has announced it has partnered with professional football club, TSG Hoffenheim, a team in the Bundesliga, Germany’s top football league.

In an annoucement Hoffenheim confirmed that Baby Doge will become an official partner of the club, working together on the development of club-specific NFTs. The deal also includes what the club calls “key promotional materials” which will see Baby Doge advertised on LED boards around the pitch at the team’s home games, as well as co-branded content.

Related: Automakers are minting NFTs, but is there a strong use case?

“TSG Hoffenheim are happy to be working together with such an innovative and leading brand like Baby Doge. We are excited and looking forward to a successful partnership, where we’ll bring an NFT collection from the club and other exciting projects to life,” said Denni Strich, Hoffenheim’s CEO.

Mike Watson, Project Manager for Baby Doge, stated that the deal would expand its presence in the global market and in the European Union and it would continue to form strategic partnerships to extend its reach as a community-centred project by establishing itself as a player in the sports world.

A similar canine based meme coin, Floki Inu, which was created after Elon Musk tweeted he was naming his Shiba Inu “Floki”, also scored a partnership deal with Italian professional football club, S.S.C Napoli in November 2021.

The deal saw Floki Inu’s logo — a cartoon Shiba Inu wearing a viking helmet — displayed on the backside of Napoli players’ jerseys and, similar to Baby Doge’s deal, saw Floki Inu’s logo displayed on LED signs at the Napoli home stadium.