In a remarkable expansion of its brand presence, the Austrian cryptocurrency platform Bitpanda has forged significant sponsorship agreements with notable sports organizations, including a landmark partnership with the National Football League (NFL) and a multi-year deal with German football giants FC Bayern Munich. This strategic move marks a pivotal moment for Bitpanda as it aims to solidify its position as a leading player in the cryptocurrency market while enhancing its visibility in the sports industry.
Bitpanda's foray into sports sponsorship began in earnest in 2024, which the company has dubbed its "year of sports." Following its agreement with Bayern Munich, Bitpanda also secured a partnership with the Italian football club AC Milan and enlisted Austrian tennis star Dominic Thiem as a brand ambassador. These partnerships are designed not only to elevate Bitpanda’s profile but also to connect with a broader audience.
On April 17, 2025, Bitpanda announced its official partnership with the NFL, a significant milestone that underscores its ambition to reach international markets. According to Eric Demuth, CEO and co-founder of Bitpanda, this partnership is particularly meaningful as he is a fan of American football himself. "I love football, I love the NFL. Football is a growing sport in Europe, reaching more people faster. Therefore, it makes absolute sense for us to partner with the NFL. Through this collaboration, we aim to bring the excitement and energy of American football closer to the Bitpanda community," Demuth stated.
The NFL has been actively working to expand its global footprint, with plans to host one game per year in Germany. Since 2022, these games have taken place in various German cities, including Frankfurt in 2023 and Munich in 2024, with Berlin set to host in 2025. As part of its partnership, Bitpanda will offer NFL fans exclusive experiences, including access to games in Germany and official NFL merchandise.
Additionally, Bitpanda has established media collaborations with NFL broadcasters such as DAZN, RTL, and beIN, further cementing its involvement in the American football landscape. NFL Germany’s General Manager, Alexander Steinforth, expressed enthusiasm for the partnership, noting, "We are impressed with the holistic concept through which Bitpanda aims to support American football in Germany. From the very beginning, we felt a strong passion, which has driven us to build all our joint activations around it."
Meanwhile, in the realm of tennis, Bitpanda's sponsorship of Dominic Thiem has also been a focal point. Thiem, a prominent figure in the sport, has been instrumental in promoting Bitpanda's brand to tennis enthusiasts. His involvement reflects Bitpanda's strategy to engage with diverse sports audiences.
As a testament to its growth and market leadership, Bitpanda has become the number one cryptocurrency platform in the German-speaking region. The company has successfully transitioned from being perceived merely as a speculative platform to a legitimate player in the financial space, particularly as cryptocurrencies have increasingly been accepted as a form of payment, especially in the gambling industry.
Bitpanda's sponsorship of FC Bayern Munich, which began at the start of 2024, further highlights its commitment to sports marketing. As the new platinum partner and official crypto trading partner of Bayern Munich, Bitpanda seeks to align its brand with the values of one of the most successful football clubs in the world. Jan-Christian Dreesen, the club's CEO, noted, "Bitpanda stands for quality and a long-term perspective. Moreover, like FC Bayern, Bitpanda is a market leader in its field. Together, we aim to achieve our goals in the future."
Andreas Jung, Bayern's marketing director, echoed this sentiment, stating, "Bitpanda fits very well with the standards of FC Bayern: Here, two strong brands come together that set benchmarks." The partnership is expected to enhance Bitpanda's visibility among football fans and further establish its credibility in the cryptocurrency space.
In another exciting development, Bitpanda has just listed Concordium (CCD) on its platform, with the CCD/USDT trading pair available starting April 17, 2025. This listing is anticipated to generate increased user interest and trading volume, potentially boosting Concordium's market price. Bitpanda's reputation as a secure and accessible exchange adds significant value to this new listing, positioning it as a promising asset for traders.
As the landscape of cryptocurrencies continues to evolve, Bitpanda's strategic partnerships with major sports entities reflect a broader trend of companies leveraging sports sponsorships to enhance brand recognition and customer engagement. With its recent initiatives, Bitpanda is not only expanding its reach but also contributing to the growing acceptance of cryptocurrencies in mainstream culture.
In summary, Bitpanda's partnerships with the NFL, FC Bayern Munich, and AC Milan, along with its collaboration with Dominic Thiem, represent a bold move into the world of sports sponsorship. These alliances are expected to bolster Bitpanda's brand as it navigates the competitive cryptocurrency market while fostering a deeper connection with sports fans across Europe.
