Beyond Logo Exposure: How Crypto Firms Can Maximize the Benefits of Sports Sponsorships

CoinW’s support for football throughout the world builds the template for crypto fandom.

Football is more than a sport – it’s a global language of passion, loyalty and identity. For CoinW, tapping into this cultural phenomenon isn’t just about visibility – it’s about building trust, connection and community across continents.

CoinW, a globally recognized cryptocurrency exchange, has entered the world of sports sponsorship in order to build trust and cultural resonance worldwide.

A milestone in this strategy was the exchange’s high-profile partnership with LaLiga, one of the world’s top football leagues. Through this collaboration, CoinW bridged the gap between the Web3 ecosystem and mainstream sports culture, using football’s universal appeal to reach new users.

Building on that momentum, CoinW recently renewed its official partnership with the East Asian Football Federation E-1 Championship for a second consecutive year. This tournament brought together national teams throughout the region, attracting televised coverage in China, South Korea, Japan,Thailand, Malaysia, Taiwan and Hong Kong. This level of media exposure offers not just reach but credibility, strengthening CoinW’s trustworthiness in some highly regulated markets.

And that’s just the beginning of the symbiotic relationship between the Beautiful Game and the Internet of Value.

The EAFF Cup template

CoinW’s EAFF partnership shows how sports fandom can become a launchpad for real community building in crypto – turning spectators into stakeholders.

The strategy starts with what is obviously most important to the fans: competition. CoinW turned this affinity into an array of prediction games hosted on social media. This gives fans a role as co-generators of a wave of enthusiasm.

To further deepen engagement, CoinW distributed a curated selection of limited edition merchandise to key opinion leaders and active community members. These weren’t digital collectibles – they were tangible, real-world items designed to be worn and displayed with pride, blending the identities of CoinW and the EAFF Cup.

Note that we’re not discussing virtual merchandise. These are fashion statements to be worn in real life. And the perfect venues would be the offline meetups CoinW sponsors in the urban centers of the competing nations. This shows that the platform doesn’t just exist in cryptospace – it is run by real people in the real world supporting the same teams their traders do.

One example of this three-dimensional presence was the July 12 gathering in Chengdu, Sichuan, China. Co-sponsored by CoinW and Neowave Academy, this served as both a watch party for the China-Japan match and as a way of educating the fans about crypto trading. At the same time, an equivalent event was held in Tokyo for local supporters of the Japanese team – two cities, one game and one shared community experience.

Building on success

Most sports sponsorships focus on logo exposure: stadium ads, athlete jerseys, TV broadcast sets and so on. But CoinW’s sponsorship goes beyond that.

“We’re not just throwing money at it for logo exposure,” says Monika Mlodzianowska, CoinW’s director of strategic partnerships. “We’re investing time and effort. It’s a community-driven sponsorship.”

In line with its Web3 ethos, the firm pushes the boundaries of traditional sponsorship by launching community-driven campaigns, digital collectibles and offline events designed to turn passive spectators of football matches into active participants in the Web3 space. Through these multi-dimensional efforts, CoinW is helping redefine how sports and blockchain can co-create shared experiences.

Of course, this starts with social media campaigns, but anyone can post to Instagram. CoinW put its own platform into action to create a match score predictor contest, a set of cheering sections to support women’s teams and a program to award posting selfies live from the stadiums during the competition. All this is separate from CoinW’s football-themed trading competition with a 500,000 USDT prize pool.

Additionally, CoinW hosted a 50-person offline event to deepen user relationships and brand presence among Chinese speakers. At this gathering in Chengdu, the firm distributed branded gifts and merchandise to key opinion leaders, key opinion consumers and rank-and-file end users.

Women’s empowerment goes well beyond cheering sections, though, so CoinW launched an entire initiative to show its support. Special campaigns and online AMA sessions sponsored by CoinW highlight women’s contributions in both football and Web3. Ongoing plans include monthly women-focused activities, recruitment and support of female KOLs, as well as exclusive branded merchandise for women.

Starting at the top

The success of these initiatives was not predetermined, but it was predictable. After all, CoinW already has a relationship with LaLiga. This has been a source of long-term value, so the platform has every reason to believe that the EAFF sponsorship will follow suit. Partnership represents a bold step forward in bridging the worlds of sports and cryptocurrency.

"At CoinW, we are dedicated to creating a future where blockchain and sports unite, offering fans around the globe immersive and rewarding experiences," said CoinW Chief Strategy Officer Nassar Achkar. "LaLiga embodies excellence, innovation and perseverance – values that align perfectly with our mission to democratize cryptocurrency and empower communities worldwide. This collaboration is not just a milestone for CoinW – it's a celebration of the limitless possibilities of crypto and football."

This provided CoinW with the opportunity to partner with legendary midfielder Andrea “The Architect” Pirlo, whose Serie A and Italian national team exploits are widely known. He introduces his fan base to crypto trading, and CoinW benefits by being associated with a world-class athlete known for his precision, forethought and quiet leadership.

The path forward

Football is a powerful cultural unifier. CoinW’s presence in such a deeply rooted regional event enables the brand to embed its “security, compliance and user-first” values into a context that audiences inherently trust. By leveraging both the intensity of national team competition and the mass visibility of mainstream TV coverage, CoinW is positioning itself not just as a Web3 platform, but as a reliable, culturally integrated brand.

From LaLiga to the EAFF Cup, CoinW is proving that Web3 can move at the speed of culture. In a world where fans crave connection, the fusion of football and crypto isn’t just a sponsorship – it’s a movement.

All this is in service to the idea that Web3 is about more than financial freedom – it’s about cultural connection and a shared love of the game.