Serie A and have signed a multi-year agreement which sees the digital asset exchange platform become the innovation and technology partner of Italy’s top-tier football league. 

According to the agreement, the cryptocurrency brand will serve as the presenting sponsor of Serie A's Virtual Assistant Referees (VAR) and Goal Line Technology. Consequently, the league's VAR centre in Lissone will be branded as VAR Center and the crypto company will also present a monthly Serie A goal award.

“We are extremely proud to deepen our partnership with Lega Serie A to enhance the fan experience with technology and innovation at the core,” said co-founder and CEO Kris Marszalek.

Serie A was the first sports league in the world to implement VAR in 2017. In the 2021-22 season, the Italian league witnessed a total of 2,372 incidents requiring VAR intervention.

According to, the new agreement will help the brand gain considerable visibility due to the inclusion of VAR interventions in global Serie A broadcasts to 775 million homes in over 150 countries.

“This multi-year agreement confirms the strength of our brand worldwide and through this unique partnership with we will write a new page of innovation, bringing our fans closer to the game through technology,” said Lega Serie A CEO Luigi De Siervo. “Over the next few months, we will be developing a number of commercial and marketing initiatives to expand our fan base and engage more and more fans.”

In May, sponsored Serie A's Coppa Italia and created an NFT collection built specifically for Serie A, Coppa Italia and Supercoppa Italiana.

In addition to football, has signed agreements with the Ultimate Fighting Championship (UFC), Aston Martin Formula 1 team and National Hockey League (NHL) team Montreal Canadiens, the finalists of this year's Stanley Cup.

Featured photo: MIGUEL MEDINA / AFP