Global cryptocurrency exchange platform Coinbase has become the official crypto partner of the Canadian Football League (CFL) and the 111th Grey Cup. The company is the league’s first cryptocurrency partner.
As part of the sponsorship, the partners will launch a social media campaign with giveaways. Fans of the league will be able to win season tickets for the 2025 season or a grand prize in Bitcoin, as well as a trip to the upcoming Grey Cup in Winnipeg. Those who register with Coinbase can also receive a credit after their first trade. The partnership also includes in-arena promotion, with Coinbase appearing in end zones and on video boards during the Grey Cup playoffs. Additionally, the brand will sponsor the opening coin toss ahead of the championship game in Vancouver on November 17.
Coinbase Canada CEO Lucas Matheson tells MiC that the company has decided to partner with the CFL as it is one of Canada’s most recognized sports leagues, which helps the brand gain recognition following its launch in the country last year.
CFL fans have also shown a keen interest in cryptocurrencies, with a quarter investing in them, Matheson says. “This gives us an opportunity to bridge a connection with those fans,” he notes. Moreover, most sports fans want changes: 80% of them believe the financial system is outdated and 86% agree it could use an update, according to Matheson.
“This partnership will help us bring even more Canadians into the cryptoeconomy,” he says.
For his part, CFL chief revenue officer Tyler Keenan tells MiC that the sponsorship is in line with the league’s strategy to connect with more Canadians through what matters to them, while strengthening its relationship with the sport. “This partnership allows us to grow our offerings and develop new and innovative ways to better connect with our fans,” Keenan says. “It allows us to marry their football and crypto interests to better serve them.”
Coinbase is also a good partner for the league, as it is a global leader in the cryptocurrency space, with partnerships with several of the world’s major sports leagues such as the NBA, Keenan adds.
In particular, CFL and Coinbase aim to reach younger fans. This is because, according to CFL research, 43% of fans aged 18 to 24 and 52% of fans aged 25 to 34 have invested in cryptocurrencies, and 43% of fans aged 25 to 34 believe cryptocurrencies are the future of online financial transactions.
“Younger fans are the future of our league and they see crypto as the future of finance. We’re meeting our fans where they are, in terms of their current interests, and where they may lead down the road,” Keenan says.
