Crypto price-tracking website CoinMarketCap is sponsoring the Beitar Jerusalem Football Club, an Israeli soccer team. And Israel’s most famous footballer, Yossi Benayoun, is a bitcoin investor. Benayoun retired from Beitar Jerusalem last month.
Luke Wagman, the CEO of CoinMarketCap, proudly touted the news on Twitter. A giddy Wagman even suggested that CoinMarketCap’s sporty new uniforms brought Beitar Jerusalem some good luck in a friendly match against Madrid.
The CoinMarketCap sponsorship is the latest example of the incremental merging of the crypto world with sports and pop culture. According to BlockTV, cryptocurrencies are slowly starting to “take over football”.