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The world of sports sponsorship has always been about visibility and brand recognition. For decades, we’ve seen everything from soft drink companies to car manufacturers plaster their logos across jerseys, stadiums, and broadcast graphics. But something different has been happening lately. Digital currency companies have entered the game in a big way, and they’re changing how sponsorship deals work.

This shift isn’t just about new logos replacing old ones. The relationship between crypto companies and sports organizations represents a fundamental change in how sponsorship value gets created and delivered.

Why Crypto Companies Want Sports

Digital currency companies face a unique challenge that traditional businesses don’t have to worry about. They’re selling something that many people still don’t fully understand or trust, whether it’s basic concepts like USD to XRP conversions or more complex blockchain technologies. Sports offer them something incredibly valuable: legitimacy and mass appeal.

When a crypto company sponsors a major sports team or event, they’re not just buying advertising space. They’re buying credibility. Sports have this amazing ability to make things feel mainstream and trustworthy. If your favorite team trusts a company enough to put its logo on the field, many fans figure that the company must be legitimate.

Sports also provide access to demographics that crypto companies really want to reach. The typical sports fan often overlaps with the target audience for digital currency adoption. These are people who are comfortable with technology, willing to try new things, and have disposable income to invest.

The exposure factor is massive, too. A single game can reach millions of viewers, and unlike traditional advertising, sponsorship integration feels more natural and less intrusive. Fans expect to see sponsor logos during games, so the message doesn’t feel forced.

What Sports Organizations Get in Return

For sports teams and leagues, crypto sponsorships often come with benefits that go beyond the typical cash payment. Many of these deals include opportunities for innovation and fan engagement that weren’t possible with traditional sponsors.

Some organizations receive their sponsorship payments partially in digital currency, which can be an interesting investment opportunity if the value increases over time. Others get access to blockchain technology that can improve how they handle ticketing, merchandise authentication, or fan loyalty programs.

The partnership often extends into creating new revenue streams. Teams might launch their own fan tokens or digital collectibles, giving supporters new ways to engage with the organization while generating additional income.

These sponsorships also help sports organizations appear forward-thinking and tech-savvy. In an industry where staying relevant to younger audiences is crucial, having crypto partnerships can signal that a team or league is embracing the future rather than clinging to the past.

The Fan Experience Changes

For fans, crypto sponsorships have introduced some interesting new experiences. Rather than just seeing a logo and moving on, supporters now have opportunities to interact with sponsors in ways that weren’t possible before.

Some teams offer exclusive digital content or experiences that can only be accessed through crypto-related platforms. Others have created loyalty programs where fans can earn digital tokens for attending games or purchasing merchandise and then use those tokens for special perks.

The educational aspect has been significant, too. Many fans have gotten their first exposure to digital currency concepts through their favorite teams. When a trusted sports organization explains blockchain technology or digital assets, it often carries more weight than hearing about it from financial news sources.

However, this hasn’t been universally welcomed. Some longtime supporters feel uncomfortable with their teams promoting something they view as speculative or risky. The challenge for sports organizations has been balancing innovation with maintaining their traditional fan base.

Challenges and Growing Pains

This new sponsorship landscape hasn’t been without problems. The volatility of digital currency markets means that deals can become much more or less valuable than originally anticipated. A sponsorship agreement signed when crypto prices are high might look very different a few months later.

Regulatory uncertainty has created complications, too. Sports organizations have had to navigate changing rules about digital currency advertising and promotion, sometimes having to modify or end partnerships unexpectedly.

There’s also been a learning curve for both sides. Traditional sports marketing teams have had to understand entirely new technologies and business models. Meanwhile, crypto companies have had to adapt their typically tech-focused messaging for mainstream sports audiences.

Some partnerships have faced criticism for promoting products that critics argue are too complex or risky for average consumers. Sports organizations have had to balance their desire for innovative partnerships with their responsibility to their fan communities.

Looking Ahead

The relationship between crypto and sports sponsorship will likely continue evolving as both industries mature. As digital currency becomes more mainstream and regulated, we’ll probably see these partnerships become more sophisticated and stable.

The technology behind crypto offers genuine opportunities to improve fan experiences, from more secure ticketing systems to new forms of digital merchandise. As sports organizations become more comfortable with these technologies, we’ll likely see more creative applications.

The key will be finding the right balance between innovation and accessibility, ensuring that new technologies enhance rather than complicate the fan experience.

THE TEAM AND COACHES 1 Delaney Rich Sr.2 Emma Stromsness So.3 Kayleigh Bell Jr.4 Peyton McDonald Jr.5 Raina White Jr.6 Addison Green Sr. 7 Allie Hepworth Jr.8 Estelle Reese Jr.9 Izabella Beech Sr.10 Colby Coolbaugh Jr.11 Payten Boster Jr.12 Carmyn Ferguson Sr. 13 Lilah Trombley Fr.15 Rylie Hartig Fr.16 Bella Satterwhite Sr.17 Sienna Wnetrzak Sr.18 Sydney Sutter Jr. Head Coach […]

EAST LANSING, Mich. – Michigan State head volleyball coach Kristen Kelsay and the Big Ten Conference announced the 2025 league schedule on Wednesday. MSU will play a 20-match conference slate that features 10 matches at the Breslin Center. 

Renewals for current season ticket members are on sale now and can be purchased HERE. Information for new season ticket holders will be available soon.

For the second-straight season, B1G teams will have 14 single-play opponents and three two-play opponents based on geography and competitive balance. The Spartans’ two-play opponents (home and away) are Iowa, Michigan and Nebraska. 

Nine of the conference’s 18 teams played in last year’s NCAA Tournament, with seven of those teams advancing to the second round, five reaching the Sweet 16 and three advancing to the Elite Eight before Nebraska and Penn State met in the national semifinals. Penn State went on to win that match and defeated Louisville in the NCAA Championship to win its eighth title in program history. 

MSU opens the B1G season on the road on Sept. 25 against Minnesota, where Kelsay will make her return to the Twin Cities after serving as the Gophers’ associate head coach for the last two seasons. The Spartans then return home to host in-state rival Michigan on Sept. 27 for the fourth annual Battle at Breslin. 

The Spartans head back on the road for a pair of matches at Northwestern (Oct. 3) and Illinois (Oct. 5) before returning to the Breslin Center for four-straight home contests. Iowa and Indiana will visit East Lansing on Oct. 10 and Oct. 12, respectively, before MSU hosts defending B1G co-champion Nebraska on Oct. 17 and Maryland on Oct. 19. The Spartans’ top two single-game attendance totals have come in their two most recent matches against the Cornhuskers – 8,789 fans in 2023 and 8,291 last season. 

MSU meets Iowa for the second time on Oct. 24 in Iowa City and wraps its two-play with Nebraska in Lincoln on Oct. 25. The Spartans then close October action against Purdue at home on Oct. 31 and host Rutgers on Nov. 1. 

After visiting UCLA and USC last season, the Spartans will travel to the West Coast to take on Washington and Oregon in 2025. MSU visits Washington on Nov. 7 for its second-ever match with the Huskies in Seattle and first since the second round of the 2025 NCAA Tournament. The Spartans will also face Oregon on the road for the second time ever and first since 2014 on Nov. 9. 

The Spartans return to Michigan the following weekend for a home contest against 2024 NCAA Final Four participant Wisconsin on Nov. 14 before traveling to Ann Arbor to face Michigan on Nov. 16 for the first of three-straight road contests. MSU visits defending NCAA champion and co-B1G champion Penn State on Nov. 21 and concludes the road portion of its B1G schedule on Nov. 23 at Ohio State. 

The conference’s California teams will visit East Lansing during the final week of the regular season, with USC making its first trip since 2009 on Nov. 26 before the Spartans close out conference action against UCLA on Nov. 28. MSU’s match with the Bruins will be the first-ever between the two schools in East Lansing. 

Match times and television designations, along with MSU’s full 2025 schedule, will be announced at a later date.  

Irvine, CA – May 29, 2025 – Two-time Olympic gold medalists Makenzie and Aria Fischer will be honored on June 20 following their retirement from international water polo. The dynamic sister act from Laguna Beach, California, won every possible championship and will be recognized prior to the start of the USA Women’s National Team match against Spain at 7pm PT at the Woollett Aquatics Center in Irvine. Tickets for the match are available by clicking here. Live streaming will available at Overnght.com.

“It feels surreal that I was able to play the sport I loved with my best friends while representing our country on the biggest athletic stage,” said Makenzie, 28, who is two years older than Aria. “The memories that stick with me most are the laughs shared with teammates in the in-between moments along the journey, not a goal scored or a game won. Water polo has truly introduced me to some of the most wonderful people in my life. I am also thankful for all of the coaches I had along the way that pushed me to be the best version of myself in and out of the pool. Finally, I would not have achieved the success I did without my family’s unwavering support and commitment. I feel especially lucky to have been able to share this entire journey with Aria right by my side, something I will cherish forever! As I close out this chapter of my life, I am walking away with lifelong friendships and irreplaceable mentors. Water polo has also given me the grit and confidence to tackle whatever the next challenge might be!”

Makenzie’s star-studded career included two Olympic gold medals, three World Championship titles, two Pan American Games crowns and one World Cup. Collegiately, she was one of the all-time greats. She led Stanford to three NCAA Championship titles (including two with Aria, in 2019 and 2022), was twice named the NCAA Tournament MVP, and twice won the Cutino Award which honors the top player in the college game. She was also a four-time All-America selection. Her dominance was clear even at Laguna Beach High School, where she won two CIF Southern Section titles and was twice named player of the year.

USA Water Polo national team head coach Adam Krikorian said of Makenzie: “Her speed, length, versatility, and intelligence truly opened the door for our team to play the beautiful style of game that people across the globe were in awe of. It’s no coincidence that her growth was directly correlated with the program’s rise to prominence. Fish is one of the rare few that could change the outcome of a competition with her performance in ANY phase of the game.  Matching her world-class skills with savvy intuition helped to spark numerous dominating performances.”

Aria, 26, shared many of the same podiums as her sister, including Olympic gold in both 2016 and 2020. But Aria made history of her own in Rio 2016 by becoming the youngest female team-sport athlete in US history to win gold, at 17.  She also claimed two World Championship titles in 2017 and 2019 (both with Makenzie), as well as Pan American Games and World Cup gold. At Stanford, Aria made her mark on three NCAA Championship teams and was named the 2023 Cutino Award winner and ACWPC Player of the Year. She was also a four-time All-American and NCAA Tournament MVP. At Laguna Beach High School, she won three CIF Southern Section titles and was named player of the year in 2017.

“It’s not an easy decision to retire from a sport knowing that athletically you have more to give,” Aria said, “but, ultimately, I’m proud of myself for always placing my happiness and mental health above everything else, and for knowing when it’s time to let go. I grew up playing on the US National Team, and I’m honored to have played alongside so many strong women who taught me so much about water polo and life during those formative teenage years. I will always appreciate my teammates and the irreplaceable bond we’ve developed over the years. I’m thankful for every coach I’ve had along the way: high school, club, college, and national team. Without them, none of my success is possible. A special thank you to my coaches at Stanford, JT, Susan, and Kyle, for always looking at me as a human being first, water polo player second. I will forever be grateful to my mom and dad, who sacrificed so much for me to be able to train, especially that first Olympics. Thank you to my Oma and Opa, who never missed a game. And lastly, thanks to my sister Makenzie, one of the best water polo players to ever play the game. Water polo made us inseparable, and there is no one else I would rather share the experience of winning two Olympic gold medals with than my sister. I couldn’t think of a better way to go out than together.”

Krikorian added, “What goes untold about Aria’s journey is just how much she immersed herself into the process of improvement.  Not just the time and effort she put in, but the thought and intention in which she plotted out her path.  Her rise from the youngest member on the 2016 Team to becoming one of the most dominant centers to play the game, was truly remarkable.  The fiercest of competitors, she held each one of us to a competitive standard that kept us hungry and always striving for perfection.”

For more information on the Team USA Women and their series against Spain, click here.