Major Dutch football club PSV has signed a partnership deal with a crypto exchange and its sponsorship will be paid entirely in bitcoin. “PSV is the first club in the EU to receive the sponsorship amount in crypto,” said the football club.

PSV Professional Football Club Will ‘Hodl’ Bitcoin

Major Dutch football club PSV, also known as PSV Eindhoven, announced Tuesday that it will hodl bitcoin with the help of crypto exchange Anycoin Direct. The professional sports club from Eindhoven, Netherlands, plays in the Eredivisie, the top tier in Dutch football.

“PSV has signed a unique partnership with Anycoin Direct,” the announcement details, adding:

The entire sponsorship amount will be paid in bitcoin. PSV is the first club in the EU to receive the sponsorship amount in crypto.

The club worked with crypto technology for the first time earlier this year to sell a non-fungible token (NFT) of its 1988 European Cup 1 final victory against Benfica.

Anycoin Direct, a local startup from the Eindhoven area, will be PSV’s “official partner for the next two seasons,” the club confirmed, elaborating, “The main goal is to grow awareness of crypto and Anycoin Direct in Europe.” Anycoin Direct offers the buying and selling of 28 cryptocurrencies.

Frans Janssen, Commercial Director at PSV, commented: “The possibilities and the future that the world of cryptocurrency offers is very promising. As a club in the heart of the Brainport region, we are always innovating, cryptocurrency fits well into this picture.” PSV’s announcement adds that immediately after signing the deal with Anycoin Direct, Janssen created bitcoin wallets to facilitate the partnership deal.

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