System 1, the worldwide auto racing group, has discovered a brand new sponsor from the crypto trade. The long-term deal will present a digital asset buying and selling platform with model presence at F1 occasions whereas the automotive championship hopes that the partnership will enable it to “discover the world of cryptocurrency.”
Crypto.com to Assist System 1 as A part of Reported $100 Million Sponsorship Settlement
The deal between System 1 and Crypto.com, which was introduced on Tuesday, has been negotiated with the assistance of sports activities agency Inventive Artists Company. The phrases weren’t instantly disclosed however based on CNBC, quoting sources acquainted with the main points, the five-year settlement has a price ticket of over $100 million.
Crypto.com, a platform with a claimed 10 million customers, will turn out to be a world accomplice for System 1 races, together with the brand new Dash sequence. The qualifying format will probably be employed to find out the beginning positions in some races, with the primary such occasion to be held at Silverstone Circuit in July, forward of the F1 Pirelli British Grand Prix 2021. Dash Qualifying will debut at three Grands Prix this yr.
The crypto firm may even unveil a brand new award on the Belgian Grand Prix in August and turn out to be its non-fungible token (NFT) accomplice. Crypto.com can have trackside slots in any respect F1 races for the remainder of the season as a part of the settlement with System 1, which takes impact on July 17.
Commenting on the deal, F1 Director of Industrial Partnerships Ben Pincus said that the racing entity is planning to make use of Crypto.com’s experience “as we discover the world of cryptocurrency, an space we’re very enthusiastic about.”
System 1 is the world’s main auto racing competitors, sanctioned by the Fédération Internationale de l’Car (FIA), or the Worldwide Car Federation. The ‘system’ in its identify refers to a algorithm to which all collaborating groups should conform. In 2016, F1 was purchased by Liberty Media Company for $4.4 billion.
In a press launch revealed on its web site, Crypto.com reminded this isn’t its first sponsorship in sports activities. The platform, which permits customers to purchase and promote cryptocurrencies, additionally had a partnership cope with F1 workforce Aston Martin Cognizant System One which commemorated their return to System 1 with NFTs. It’s additionally a accomplice with NHL workforce Montreal Canadiens in addition to the main Italian soccer league, Lega Serie A.
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