AS Roma, an Italian soccer club has inked a three-year deal with blockchain fintech Zytara Labs worth €36 million ($42 million).
The DigitalBits blockchain, whose DigitalBits Foundation is sponsoring the cooperation, will be featured on the Serie A team’s famed yellow and red shirts. For the creation and selling of non-fungible tokens, Zytara Labs develops solutions and platforms based on blockchain protocols such as DigitalBits and Ethereum (NFTs).
NFTs can be used to buy player cards and other memorabilia, and the protocol’s native token XDB can be used as a new purchase method. I Giallorossi (The Yellow and Reds), together with Juventus of Turin and AC Milan and Inter Milan of Milan, are among the most well-known teams in Italy. Jose Mourinho was appointed as Roma’s head coach in May. The collaboration is likely the most prominent sponsorship deal between a soccer club and a blockchain or crypto-centric company to date.