Binance announced that it had signed a partnership agreement to the Recording Academy on April 1, making Binance the first cryptocurrency exchange partner for the 64th GRAMMY Awards.
April 3rd is the date for the award ceremony. According to the announcement, Binance will also be a partner in GRAMMY(r), Week events including the inaugural Recording Academy Honors celebration.
“We are thrilled to begin with the GRAMMYs and work with the Recording Academy in order to bring new experiences powered with blockchain and all that Web3 technology has to offer entertainment.
Yi He, co-founder of Binance, spoke about the partnership. Yi He, the co-founder of Binance, said that the world’s largest cryptocurrency exchange in terms of trading volume will announce further details about the partnership in the near future. The company is expected to release additional information after the event starts.
Panos A. Panay, Recording Academy’s Co-President, said that the crypto exchange is the “perfect partner” to help the organization achieve its goals of empowering musicians around the globe.
Binance and other cryptocurrency exchanges have been aggressively marketing in recent months. They have signed sponsorship and partnership deals worth millions of US dollars.
Binance has targeted multiple industries in order to expand its reach. The GRAMMYS is the second music-related organisation that Binance has entered into a partnership. The crypto exchange sponsored the seventh season, Nigerian Idol in February.
The company bought a $200 million stake of Forbes magazine a few days before to obtain two seats on the Forbes board of directors. This totals nine people.
Invest in both old and new, and then bridge them with cryptocurrency.
Binance taking a $200 million stake in Forbes https://t.co/DzR2iXGzmh
Binance (@cz_binance), February 10, 2022
Binance plans to make use of all these partnerships to build a network that can connect different industries to crypto. Changpeng Zhao, Binance CEO, recently stated that the company’s strategy is to “make crypto more popular.”
Sponsorships for sports
Binance has been trying to get into the sports industry. In particular, Binance is pushing soccer, which is the most loved sport in the world. Binance recently signed an agreement with the Argentine Football Association to sponsor it and to help it issue a token for fans.
The official sponsor of the Africa Cup of Nations 2021 was signed by the crypto exchange in January 2022. In the meantime, FC Barcelona, a world-famous soccer club, tweeted that Binance was the primary candidate to sponsor its shirt. Binance had previously helped create a fan token.
Binance is the most likely candidate to be Barcelona’s main shirt sponsor next season. The club is looking for EUR70m in addition to a 4- or 5-year contract.
— @_AdrianSnchz pic.twitter.com/W1YIsCwRFV
— Barca Universal (@BarcaUniversal), January 15, 2022
FC Barcelona, however, rejected Binance’s offer at the end February, citing lack of confidence in crypto sector.
Binance has added the GRAMMYS feather in its collection of partnerships CryptoSlate.
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