Was 2021 the breakthrough year for cryptocurrency in sports? It sure looks like it. Leagues and teams have signed major crypto deals this year, and cryptocurrency is being called the fastest-growing sponsorship category in the sports world. Athletes are also embracing the digital asset, with some launching their own cryptocurrencies and others asking to be paid in crypto.The National Basketball Association has jumped into cryptocurrency with both feet. In late October, the NBA announced a sweeping new multi-year …
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When soccer god Cristiano Ronaldo pointedly set aside two Coca-Cola bottles, picking up a water bottle, bluntly uttering the words: “Água. No Coca-Cola.” at a European Championship press conference in June, event organizers and Coke executives must have inwardly cringed at the optics. While the Portugal team captain does not have an endorsement deal with the global beverage brand, Coke is one of the soccer tournament’s main sponsors.
Olympic gymnast Simone Biles earned $5 million a year in corporate sponsorship deals from a slew of household names including United Airlines, Visa and Uber Eats. Swimmer Katie Ledecky nets $3 million a year from brands such as Adidas and Ralph Lauren, among others.