Sponsorship fairy tale of the XBTO and Inter Miami contract: SponsorScan ep.3

SponsorsGo continues its SponsorScan series, highlighting prominent sponsorship deals and activations in football. In the third episode, we recall the incredible story of the front-of-shirt sponsorship deal between XBTO and Inter Miami and how Lionel Messi elevated both brands to international prominence.

The first sponsorship contract for both

Inter Miami CF, established in 2018, made its Major League Soccer (MLS) debut in the 2020 season. The club is co-owned by former Manchester United and Real Madrid star David Beckham and businessmen Jorge and Jose Mas. Jose Mas also serves as the CEO of MasTec, a leading construction firm in the US specializing in power plants and renewable energy. As of 2022, Inter Miami CF was valued at over $600 million.

XBTO is a global cryptofinance firm founded in the US in 2015 and incorporated in Bermuda in 2017. The company is one of the first to be licensed and fully regulated under Bermuda’s Digital Asset Business Act (DABA). XBTO operates globally with offices in Bermuda, New York, Paris, and Miami.

In September 2021, Inter Miami CF and XBTO entered into a historic multi-year sponsorship agreement, considered one of the largest deals in MLS history. According to sources from the Sports Business Journal, the deal’s average annual value is estimated to be around $4-5 million. This deal was historic for several reasons:

• First Jersey Sponsorship: This was the first jersey kit sponsorship in Inter Miami CF’s history.
• First Sports Contract for XBTO: It marked XBTO’s debut in the world of sports sponsorship.
• MLS Milestone: The agreement was the first crypto-finance sponsorship in MLS history.

In addition to the front-of-shirt sponsorship, XBTO acquired naming rights to the NorthWest Club at DRV PNK Stadium. This hospitality space spans 10,000 square feet and includes an air-conditioned first level, an open terrace on the second level, and an open lounge on the third level. It is equipped with Club TV, projectors, video screens, and advertising boards, which can be easily utilized for content, branding, sponsor recognition, and additional screens for presentations.

This venue has hosted various joint events between Inter Miami CF and XBTO. Notably, the XBTO NW CLUB hosted esports tournaments in November 2021. One of the key events was the final stage of the second annual Copa de La Familia. This popular fan event began with a preliminary round at the XBTO NW CLUB at DRV PNK Stadium on November 7. Three fans, Luis Beuses, Rafael Masedo, and Daniel Marques, earned their spots in the final. They then competed against first-team players Edison Azcona, Leandro Gonzales Pires, and Christian Makoun on the big screen at DRV PNK Stadium.

Marketing activations

Beyond traditional sponsorship assets, XBTO gained significant media exposure through the social media channels of David and Victoria Beckham. The Beckhams frequently posted photos wearing Inter Miami jerseys featuring the XBTO logo, amplifying the brand’s reach. Additionally, high-profile celebrities often attended Inter Miami matches donning the pink jerseys, further popularizing XBTO in the MLS.

We have no words …@ChatGPT to the rescue:

🙂 We're pleased to see @KimKardashian taking an interest in our IMCF soccer team. We appreciate her support as we continue our mission to foster the next generation of soccer talent. ⚽️ #IMCF https://t.co/Zq466b05Me

— XBTO (@xbtogroup) March 17, 2023

Based on historical data, Inter Miami CF has the potential to draw an average TV audience of 500,000 viewers per match. This impressive viewership is significant given the club’s participation in 34 games per MLS season. On September 18, 2021, Inter Miami CF made headlines by playing their first match donning jerseys emblazoned with the XBTO logo.

In a bid to enhance the fan experience, Inter Miami CF and XBTO offered combined ticket packages. These packages granted fans access to the XBTO NW CLUB, where they could indulge in an expanded tapas-style food service.

In February 2022, Inter Miami CF revealed “The Heartbeat Kit,” their new primary jersey for the 2022 and 2023 MLS seasons. Designed to honor the fans, the true “heart” of the team, this kit featured the letter “M” on the sleeves and shorts, symbolizing the fans and serving as the club’s “heartbeat.” The “M” was depicted as an electrocardiogram (ECG) line, illustrating the vital role fans play in the club’s success.

As a prominent partner, XBTO has been a constant presence in the club’s materials, including match previews, since the start of the new football season in March 2022. Their involvement extends beyond branding; XBTO has been instrumental in organizing significant events.

One such event was Bitcoin Pizza Day in May 2022, held at DRV PNK Stadium. This event commemorated the first real-world transaction using Bitcoin, where 10,000 Bitcoins were exchanged for two pizzas. During this celebration, a lucky fan won $4,999 in Bitcoin, highlighting XBTO and Inter Miami CF’s efforts to educate fans about cryptocurrencies and their practical applications.

On Saturday we topped-off an amazing #Bitcoin2022 with perfect weather, a packed house and a strong victory for XBTO's own @InterMiamiCF! ⚽️

🎉Campana hat trick for the win!🎉

Sincerest thanks to you all for sharing this wonderful event with us 🙏https://t.co/ZgfUk6aFX7 pic.twitter.com/iW4BBLovow

— XBTO (@xbtogroup) April 10, 2022

In December 2022, Inter Miami CF and XBTO joined forces for a holiday toy distribution event in Miami’s District 1. Players Ian Fray and Ryan Sailor, along with club volunteers and XBTO executives, distributed over 500 toys to children from low-income communities. This initiative, part of the fourth annual Holiday Toy Drive presented by XBTO, underscored the partnership’s commitment to giving back to the community.

Earlier today, setting up for the Inter Miami CF XBTO Children’s toy drive.

Thank you to all our generous donors and volunteers! 🎄🎁🎁🎁

And thank you @InterMiamiCF ⚽️🎅♥️ pic.twitter.com/iUzeMCfiwi

— XBTO (@xbtogroup) December 16, 2022

The transfer that changed everything

On July 15, 2023, David Beckham took to social media to share a video recounting his dream from 2014 when he became the owner of Inter Miami CF. His aspiration was to bring a world-class star to the club, a move that would significantly impact soccer in the United States. Ten years later, that dream came true with Lionel Messi joining Inter Miami.

View this post on Instagram

A post shared by David Beckham (@davidbeckham)

This monumental signing attracted global attention to the MLS club and their front-of-shirt sponsor, XBTO. Photos of Messi in the club’s pink jersey, emblazoned with the XBTO logo, spread across international media, leading to a surge in online searches.

BIENVENIDO 1️⃣0️⃣ pic.twitter.com/df1TJQQoYv

— Inter Miami CF (@InterMiamiCF) July 15, 2023

The dynamics of search queries for XBTO from January 1, 2021, to January 1, 2024, according to Google Trends.

Lionel Messi’s move to Inter Miami is a fairytale sponsorship story. The Argentine star, who won the FIFA World Cup just six months prior, had a photo with the trophy garnering 75.3 million likes on Instagram, making it the most-liked post in the platform’s history. Messi’s influence brought significant benefits to both Inter Miami and XBTO:

• Shirt Sales: Within the first three months, Messi’s jersey became the league’s best-seller of 2023. According to The New York Times, Adidas received nearly 500,000 requests for Messi’s Miami jersey within days of his announcement. Messi’s contract also includes additional shares from jersey sales.
• Social Media Growth: Inter Miami gained 11 million Instagram followers in the days following Messi’s signing.
• Viewership Records: Messi’s debut game against Cruz Azul became the most-watched American soccer game in US TV history, with 12.5 million viewers.
• Market Valuation: The team’s valuation is projected to reach $1.5 billion by next year, a 150% increase from $600 million in 2023, potentially making Inter Miami the most valuable MLS club, up from 11th place.

On December 31, 2023, Inter Miami announced that the club would have a new front-of-shirt sponsor for the 2024 MLS season, later revealed in January as Royal Caribbean.

Reflecting on 2023 as it comes to an end.. Lots of firsts, first @InterMiamiCF front sponsor (which comes to an end), first MLS crypto sponsor, first GOAT sponsor in USA – 2024 is looking 🔥

Let’s always be bending it like #Bitcoin! pic.twitter.com/gE5L4E30lM

— XBTO (@xbtogroup) December 31, 2023

However, the relationship between XBTO and Inter Miami continues. On March 12, 2024, both parties confirmed the renewal of their partnership, with XBTO remaining as Inter Miami CF’s Official cryptofinance partner.

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