Chiliz, the blockchain fintech provider, has today announced the launch of a dedicated crypto sponsorship agency to help facilitate more partnerships between brands in the sector and sports properties.

Chiliz Sports will be an independent division within the company that will “explore synergies and foster business opportunities for both industries.”

The new entity will be led by Daniel Maglietta, football commercial director at Chiliz, who has been credited with facilitating several significant partnerships involving top European sport properties and major crypto brands.

Chiliz Sports has been created to help organizations from the sports and crypto sectors “find the partners they need to reach their goals while providing a crucial layer of security, confidence, and guarantee.”

The agency will seek to leverage its network, which includes athletes, sport properties and global crypto companies, to facilitate partnerships.

Chiliz has had a strong presence in the sports industry since it launched its Socios.com fan token platform in 2018.

In 2023, the blockchain firm also launched Chiliz Chain, which it claims is the world's only sports-focused blockchain with an ecosystem of over 150 brands and organizations from sports and crypto.

Alexandre Dreyfus, founder and CEO of the Chiliz Group, has now said: “We know sports clubs and sports properties very well because we’ve been serving them and their fans for over six years.

“We understand their needs and priorities, what works for them and what doesn’t, we know what moves their audiences. We also have a deep understanding of blockchain and crypto companies, because we are one.

“We know how they operate, their goals and the challenges they face. Our aim has always been to serve both industries and bring them together to create value. Chiliz Sports is a new and very exciting step in that direction.”

Maglietta added: “Over the past six years we’ve developed not only a deep understanding of the sports and crypto industries but also outstanding connections and an unmatchable network featuring the biggest names and brands from both sectors.

“Our existing partners know how valuable our network is because we’ve been fostering synergies and opportunities between them since our foundation. Now, through Chiliz Sports more clubs, rights holders and brands from sports, crypto and beyond will be able to tap into our remarkable network.”

In recent months, key sports sponsorship deals with crypto brands include European soccer body's UEFA’s partnership with Crypto.com for the Champions League, making it the elite club competition’s first cryptocurrency sponsor.

Elsewhere, cryptocurrency exchange platform Kraken agreed sleeve sponsorship deals with Spain’s Atlético Madrid and England’s Tottenham Hotspur, while Gate.io signed a similar agreement with Italian giants Inter Milan.