AZ Alkmaar, a football club from The Netherlands, has arranged a deal with a cryptocurrency broker, Bitcoin Meester, to become its official partner until 2024. According to the announcement, the sponsorship has been signed and will be made with Bitcoin (BTC), implying that the team would like to hold the digital asset within its finances.

“Bitcoin Meester has grown enormously in recent years, but the stretch is far from over. Sport, and football, in particular, is one of the most important strategic markets for us, and we are constantly looking for new opportunities to involve our growing’ fan base’ there. The partnership with AZ is in line with that ambition. Introducing AZ supporters and the rest of the Netherlands to crypto and Bitcoin Meester in an appealing way,” Mitchell Zandwijken, CEO at Bitcoin Meester, commented on the deal.

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Currently, the crypto broker is a provider registered before the De Nederlandsche Bank, where people can buy, sell and store various cryptocurrencies. Both parties signed the contract in the AFAS Stadium and will go through mid-2024, the press release noted. “The cryptocurrency market is booming, with the exponential growth of users in recent years. That is appealing, but it is precisely in a new market that some guidance is important. Not everyone is already familiar with cryptocurrencies, and Bitcoin Meester is able to guide new users in this world in a responsible manner,” Michael Koster, AZ Alkmaar’s Commercial Director, said.

Crypto and Formula 1

In March, a major crypto exchange became a sponsor in another popular sport front. Crypto.com inked a high-profile sponsorship deal with British luxury car manufacturer, Aston Martin’s Formula One team. Both the companies signed a multi-year agreement.

Aston Martin is known for making luxury fast cars and was popularized by the James Bond movie series. The sponsorship deal came at a crucial year as Aston Martin returned to the F1 racing tracks with its own team after a gap of 61 years.