Canada-based blockchain startup FansUnite has become a partner of English football club Leicester City Foxes for the current 2018/19 season. The firm, which focuses on the sports betting and sport data industries, will collaborate with the Leicester City FC for a series of events that would benefit both parties, it said in a statement.
Leicester surprisingly won the Premier League in the 2015/16 season, gaining international popularity among football fans. The win was labeled by many experts as the greatest sporting shock ever.
FansUnite will start the collaboration by launching promotions in and around Leicester’s arena King Power Stadium. Besides, the two parties will have a variety of promotions across England, which aim to bring the fans from around the world to celebrate their favorite team. During the season, Leicester fans will be able to take part and win contests, player meet-and-greets, surprise giveaways, and others.
Jonathan Gregory, Leicester City's Commercial Director, commented on the partnership:
“FansUnite is an innovative brand looking to bring transparency and collaboration to their industry and we are delighted to be part of this journey.”
FansUnite CEO Darius Eghdami said:
“Leicester City F.C. is one of the premier brands in all of football, being one of just six clubs to hoist the Premier League Trophy since its inception in 1992. They are at the forefront of incorporating new technology to help improve player performance and fan engagement.”
FansUnite is currently working on a betting protocol, which is to be launched by the end of this year. Betting operators around the world will be able to use the protocol and provide clients with lower fees and higher chances to win.
Leicester is not the first English club to partner with a blockchain-oriented entity. Last month, Wolverhampton, another team to play in the Premier League this season, partnered with Cyprus-based cryptocurrency exchange CoinDeal.