Partners with Italian Football Lega Serie A for TV Broadcasting and NFTs

August 21, 2021, 10:30 AM AEST (updated August 25, 2021)

Not content to rest on its lucrative 2021 partnership agreements with the UFC, NHL and Formula One, now has skin in the game with Italy’s Lega Serie A football competition.

In its latest multi-year sports deal, becomes the first Innovation & Technology Partner of Italian football. This means it will be involved in every broadcast moment where technology enhances a match, as the official presenting partner of Virtual Assistant Referee (VAR) and Goal Line Technology.

As part of the deal, Lega Serie A’s VAR Centre in Lissone, Lombardy will be co-branded as the “ VAR Centre”. In addition, will present the Lega Serie A Goal of the Month.

Lega Serie A was the first sports league in the world to introduce VAR technology in 2017, and the 2020/2021 season saw a total of 2,372 incidents where VAR technology was required. VAR interventions are included in Lega Serie A’s global broadcasts reaching more than 775 million TV households in more than 150 countries.

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Football Feels the Love

This year the company also announced global partnerships with the Ultimate Fighting Championship (UFC) and Formula One racing, and became the first crypto platform to partner with a National Hockey League (NHL) team, the Montreal Canadiens. Now it’s football’s turn to feel the love.

“Since its introduction, VAR has brought greater transparency and reliability to football, features we value deeply at,” says its co-founder and CEO, Kris Marszalek.

We are extremely proud to deepen our partnership with Lega Serie A to enhance the fan experience with technology and innovation at the core.

Kris Marszalek, co-founder and CEO,

Building on the success of the NFT collection Lega Serie A and created for this year’s Coppa Italia, new NFT collections related to Serie A, Coppa Italia and Supercoppa Italiana will be developed as a result of the new partnership.

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