AZ Alkmaar – a professional football club participating in the Dutch Eredivisie – reportedly revealed the alliance with crypto broker Bitcoin Meester, to be its official crypto partner until 2024. 

Specifically, Bitcoin has reportedly been the selected digital coin to finalize the sponsorship collaboration, where the club from the Netherlands disclosed its plans of holding the BTC amount on its balance sheet.

Michael Koster – AZ’s commercial director – reportedly stated that Bitcoin and crypto are undeniably interesting, which helped fuel the club’s choice for embracing crypto. 

“The cryptocurrency market is booming, with an exponential growth of users in recent years,” Koster claimed. 

Koster further revealed that establishments not associated with crypto such as a football club will need the guidance of seasoned players in the market such as Bitcoin Meester. As a matter of fact, the crypto broker is among the selected few crypto entities receiving the regulatory green light to operate in Holland. 

Crypto companies are spending an extensive amount of effort to establish their presence in the sports industry, via entering sponsorship partnerships with different clubs, to make their brand more recognizable and develop their operations. 

Previously, Crypto.com has reportedly also revealed details of an international alliance formed with Formula 1.

From Major League Baseball to the National Basketball Association, a wide range of sports franchises and star athletes in the US are showing a pro-attitude towards Bitcoin and crypto. Football superstar Tom Brady signed a celebrity crypto-endorsement contract with crypto exchange heavyweight FTX.