Tezos has had a quite productive start to 2022, particularly in terms of new alliances. While the blockchain’s most noteworthy arrangement was with Red Bull’s F1 racing team until last year, Tezos is now expanding into new brand collaborations, new NFT rollouts, and a new sports sponsorship deal with European football club Manchester United.
While the aforementioned Red Bull relationship was undoubtedly Tezos’ flagship contract, the energy-efficient blockchain also has dealt with the MLB’s New York Mets, McLaren Racing, and, most recently, esports outfit Team Vitality. The partnership with Vitality was the organization’s largest sponsorship to date, as well as Tezos’ largest investment in esports to date, beginning off 2022 in full force.
Tezos is expanding on those excellent connections with this week’s announcement, partnering with Manchester United, a great European football team. According to The Athletic, the relationship is a multi-year one, with Tezos investing more than $27 million per year.
The agreement comes at a time when European clubs are being scrutinized for possible crypto and blockchain partners. Manchester City received public backlash in November following claims that the club did not undertake proper due diligence before working with regional crypto partner 3Key. In the last month, City has formally severed connections with the corporation.
The full spectrum of cooperation assets has yet to be revealed, but The Athletic reports that training kit integration, as well as potentially metaverse and Web3-oriented joint activities, could be in the works.
Tezos’ recent months could be described as “high highs and low lows.” While the protocol has formal agreements with well-known brands and IP, such as Ubisoft and the aforementioned Team Vitality, the blockchain also encountered significant hurdles in the NFT field when the chain’s largest marketplace, HEN, crashed.
Tezos has proven to be durable in the face of adversity, but NFT integration within Ubisoft’s core audience has been met with a cold shoulder for the most part, leaving a long road ahead for the blockchain to be recognised as a legitimate power player. Nonetheless, there is “enough to write home about” in terms of the chain’s efforts and its expanding position as an energy-efficient alternative in the NFT industry.