Australia’s longest running cryptocurrency exchange CoinJar have announced their new partnership deal with recently promoted Premier League side Brentford FC.
The two parties have struck a two-year deal in which CoinJar will be the official cryptocurrency partner for the club.
The company will appear on the LED signage at the Brentford Community Stadium for all of the club’s 19 Premier League home games.
Brentford FC CEO John Varney believes that both the club and its new crypto partner are idealistically similar and looks forward to the partnership.
“The success of both CoinJar and Brentford is a result of rigorous data-analysis, thinking differently and strategic planning,” said Varney.
“For many, Cryptocurrency remains a complex area, so we look forward to working with CoinJar as part of the partnership to help educate our fan base as both parties continue their rise in our respective industries.”
CoinJar’s CEO Asher Tan shared similar views to Varney, agreeing that both his company and the Bees hold similar views.
“As two teams built on data, insights and market fundamentals, we are jointly committed to supporting and championing innovation and growth and look forward to seeing what we can achieve together in the top division of English football,” said Tan.
“We’re trying to partner with clubs that share the same beliefs and use data and other new ways to get better results, so it’s a good opportunity for both the club and us to have a partnership.”
Established in 2013, CoinJar, which hails from Melbourne, is one of the longest-running digital currency exchanges in the world.
With the popularity of cryptocurrency continuing to rise, CoinJar is company is one of the premiere platforms to buy, sell and spend cryptocurrenies.
Having just recently began operations in the United Kingdom, Tan hopes the partnership can help promote the company in their new market.
“It will definitely bring more awareness [for CoinJar], we’re an Australian company out of Melbourne and our time in the UK is very new,” said Tan.
With the rise of cryptocurrency’s popularity in recent years, football clubs from across the globe have begun to forge partnerships with cryptocurrency outlets with clubs such as Inter Milan, PSG and Roma joining the fold.
Tan states that due to the pandemic taking a hit on organisations in many markets, cryptocurrency platforms are now coming to the forefront for sponsorships.
“Football has taken a key interest in crypto, many teams have some sort of digital currency sponsor either through tokens or straight up advertising,” said Tan.
“I think right now COVID has left a void in sponsorships and crypto is helping feel that void.”
Having recently partnered up with the Melbourne Demons in the AFL, Tan feels there will be opportunities to form a partnership with an A-League club in the future.
“In Australia we currently sponsor AFL team Melbourne Demons so we’ve definitely set on one code,” Tan said.
“And now we want to try partner with organisations that meet our [CoinJar’s] ambitions and fill a profile of progressive clubs who want to engage their audiences and fanbase with crypto.”