Serie A strengthens links with – Insider Sport

Lega Serie A has named the first innovation and technology partner of Italian football, building on the cryptocurrency platform’s pre-existing partnership with the Coppa Italia.

The multi-year partnership will see serve as the presenting partner of the league’s Virtual Assistant Referee (VAR) and Goal Line Technology – with the VAR Centre in Lissone co-branded from now on as the VAR Centre – and will also present the Lega Serie A Goal of the Month.

As decisions requiring VAR technology are commonplace in Serie A – a total of 2,372 incidents occurred throughout the 2020/21 season – the deal will grant substantial brand visibility due to the inclusion of VAR interventions in global Serie A broadcasts to 775 million households in over 150 countries.

“We are very happy and honoured by this important partnership with, a leading cryptocurrency company that has chosen Lega Serie A to develop increasingly engaging products for all the fans of Italian football,” said Luigi De Siervo, CEO of Lega Serie A.

“This multi-year agreement confirms the strength of our brand worldwide and through this unique partnership with, we will write a new page of innovation, bringing our fans closer to the game through technology. 

“Over the next few months, we will be developing a number of commercial and marketing initiatives to expand our fan base and engage more and more fans.”

The deal builds on’s sponsorship of the Coppa Italia knockout competition, first secured in May of this year, marking the first partnership between a professional sports league and crypto platform. later created an NFT collection for Serie A, with an additional range of collectible products related to Serie A, the Coppa Italia and Supercoppa Italiana in development as a result of the most recent agreement.

Outside of football, has further depended on its presence in professional sports by linking with the Ultimate Fighting Championship (UFC) MMA promotion, Stanley Cup finalists the Montreal Canadiens of the National Hockey League (NHL) and the Aston Martin Cognizant Formula One team.

“We are extremely proud to deepen our partnership with Lega Serie A to enhance the fan experience with technology and innovation at the core,” added Kris Marszalek, co-Founder and CEO of 

“Since its introduction, VAR has brought greater transparency and reliability to football, features which we value deeply at”