Portuguese professional footballer Cristiano Ronaldo and crypto exchange Binance have signed a multi-year joint marketing agreement. As a part of the deal, multiple Ronaldo NFT collections will be produced each year of the deal and released exclusively on the Binance NFT marketplace.
“Together, we’ll give you the opportunity to own an iconic piece of sports history,” Ronaldo said in an announcement on Thursday.
The first Ronaldo’s NFT collection for Binance is expected later this year, Reuters reported.
“My relationship with the fans is very important to me, so the idea of bringing unprecedented experiences and access through this NFT platform is something that I wanted to be a part of,” Ronaldo said in a statement.
As the most-followed person on Instagram with 459 million followers, Ronaldo grew to global fame playing professional soccer, is a five-time FIFA player of the year, and has scored over 770 goals in his career. He’s also a billionaire and is just 37 years old.
According to partnerships analytics firm Zoomph, Ronaldo’s Twitter and Instagram posts announcing the Binance news saw over 48 million impressions in one hour.
The first Ronaldo’s NFT collection for sale on the Binance NFT marketplace is expected later this year.
Ronaldo’s Binance deal comes soon after the company announced it was sponsoring musician The Weeknd’s upcoming world tour, making it “Crypto-Powered” along with an NFT collection and a $2 million donation to The Weeknd’s XO Humanitarian Fund under the UN World Food Program.
Noteworthy, all these celebrity deals come as Binance CEO Changpeng “CZ” Zhao tweeted a week ago that his company had passed on expensive sponsorship opportunities like “Super Bowl ads” and “stadium naming rights,” which allowed Binance to keep hiring amid the crypto bear market and a rash of corporate layoffs.