Meta Force has become the sponsor of the basketball Partizan 3×3 team
The basketball team Partizan 3×3 secured a new sponsor in August of this year by signing a deal with the crypto company Meta Force. This is part of a growing trend—teams in the NBA, for example, have been partnering with crypto companies like Crypto.com and Coinbase for several years.
The press service of the Partizan 3×3 team announced the signing of a naming, informational, and business partnership agreement. The team’s official name is now Partizan Meta Force, and the contract is valid for the current and following year.
Currently, among FIBA 3×3 teams, this is the only example of collaboration with a crypto company. In 2021, FIBA itself signed an agreement with the crypto company Bitci. The agreement not only offered premium brand visibility on the court but also allowed Bitci to develop and launch a special FIBA fan token.
The entry of crypto industry players into the sports sphere is quite logical. Sports events attract millions of active, young fans who are open to new technologies. For sports teams, the arrival of crypto companies has meant not only new sponsorship money but also new technologies for interacting with fans.
Speaking of sponsorship amounts received by sports teams, one of the largest naming deals comes to mind. In 2021, the cryptocurrency platform Crypto.com signed a 20-year contract with AEG, the owner of the home arena for NBA teams Los Angeles Lakers and LA Clippers, to rename the arena. What was once known as Staples Center is now Crypto.com Arena. This deal reportedly cost the cryptocurrency company $700 million.
The partnership between the Serbian team Partizan 3×3 and Meta Force highlights the growing trend of integrating the crypto industry into sports. This collaboration not only strengthens the positions of both parties but also opens up new opportunities for fan engagement.
