NJ/NY Gotham FC have announced a three-year partnership that will see blockchain firm Algorand become the National Women’s Soccer League (NWSL) club’s main shirt sponsor.
The deal, which was brokered by Excel Sports Management and is worth a ‘mid-seven figure’ fee, will see Algorand’s logo feature on the front of Gotham FC’s jerseys from the start of the 2022 season.
As Gotham FC’s official blockchain and non-fungible token (NFT) partner, the agreement will also see the installation of blockchain-powered payments and digital collectible integrations at the team’s Red Bull Arena home, as well as across the club’s broader platforms.
In addition, Gotham FC will utilise the firm’s blockchain technology to offer in-game NFT giveaways, as well as blockchain scavenger hunts, digital ticketing and merchandise purchasing.
Gotham are offering fans early access to the club’s new NFT collections with 2022 season ticket purchases.
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Gotham FC and Algorand are also launching a series of sustainability-focused community initiatives alongside the Soccer Post sportswear retailer. Fans are being incentivised to join the outreach programmes with access to exclusive Gotham FC-themed NFT collectibles.
“Algorand and Gotham FC share similar mission driven goals, which is what makes this partnership so exciting,” said Andrea Pagnanelli, chief of business operations at Gotham FC.
“Whether it’s blockchain or sports, both of our organisations are committed to empowering women and impacting our community. I look forward to working closely with the Algorand team to launch initiatives focused on equality, inclusion, and the advancement of women in the blockchain, sports, and STEM sectors.”
Algorand, which also has a US$100 million sponsorship deal with the Drone Racing League (DRL), will take over as the team’s shirt sponsor from technology firm Avaya.
Keli Callaghan, chief marketing officer of Algorand, added: “Merging Algorand’s sustainable, innovative, and best-in-class blockchain technology with the Gotham FC community presents an extraordinary opportunity to enhance and digitise the gameday experience.”
Elsewhere, New York City FC have announced a deal with Flo that sees the brand named as the Major League Soccer (MLS) club’s official electric vehicle (EV) charging partner.
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