Austrian cryptocurrency firm Bitpanda has struck a deal with American football’s NFL, through which the brand becomes a European sponsor of the league.

Through the deal, which begins with the start of the 2024 NFL season today, Bitpanda secures on-site branding at the NFL game set to take place in Munich, Germany, on November 10.

Indeed, Bitpanda already has a deal in place with German soccer heavyweights Bayern Munich, whose home stadium is the Allianz Arena - where the November NFL fixture between the New York Giants and the Carolina Panthers will take place.

The deal also entails Bitpanda holding digital activation rights throughout the NFL campaign.

Eric Demuth, chief executive of Bitpanda, has said: “American football is becoming more important in Europe and is reaching more people faster. That's why it makes perfect sense for us to enter into a partnership with the NFL.”

In total, four NFL games this year will take place in Europe - three in London and the game in Munich.

This week has already seen the league unveil the Las Vegas Convention and Visitors Authority as its lead partner across the UK and Ireland for the 2024 season. The agreement also makes it the presenting partner of the 2024 NFL London Games.

Bitpanda, meanwhile, has previously been involved across the world of sport with properties such as the Italian Rugby Federation, tennis’ Madrid Open, and the World Padel Tour.