Binance announced on April 1 that it has signed a partnership agreement with Recording Academy to become the first cryptocurrency exchange partner of the 64th GRAMMY Awards.

The award ceremony is scheduled for April 3. Binance will also act as a partner for GRAMMY® Week events, including the inaugural Recording Academy Honors celebration, according to the announcement.

“Starting with the GRAMMYs, we are excited to work together with the Recording Academy to bring fresh new experiences powered by blockchain and all the great things Web3 technology can bring to entertainment.”

Binance co-founder Yi He said about the partnership. The world’s largest crypto exchange by trading volume added that more details of the partnership will be announced in the future. The company is likely to release more information once the event begins.

Meanwhile, Recording Academy co-president Panos A. Panay said the cryptocurrency exchange was the “perfect partner” for the organization to advance its goals of empowering people involved in the music industry around the world. the world.

aggressive marketing

Binance and several other crypto exchanges have been on the marketing warpath in recent months, signing millions of dollars worth of partnership and sponsorship deals around the world.

Binance, in particular, has been targeting multiple industries to push its brand to a broader audience. The GRAMMYS are the second music-related organization the company has partnered with. In February, the cryptocurrency exchange sponsored the seventh season of Nigerian Idol.

A few days earlier, the company bought a $200 million stake in Forbes magazine to get two of Forbes’ board seats, which total nine people.

Binance intends to use all of these different associations to create a network through which it can connect all of these different industries to crypto. Binance CEO Changpeng Zhao recently said that his strategy is to “make the cryptocurrency industry bigger.”

Sports sponsorships

Binance has also been pushing into the sports industry, especially through soccer, which is the most popular sport in the world, in a bid to reach the multi-billion fan base. The company recently signed an agreement to sponsor the Argentine Football Association and help it issue a fan token.

In January 2022, the cryptocurrency exchange signed a deal to become the official sponsor of the 2021 Africa Cup of Nations. Meanwhile, world-renowned soccer club FC Barcelona tweeted the same month that Binance was the prime candidate to become in the next main sponsor of his shirt, having helped the club to create a supporter token beforehand.

However, in late February, FC Barcelona rejected Binance’s offer, citing a lack of confidence in the cryptocurrency sector.

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This post Binance Adds GRAMMYS Pen to Its Partnership Cap

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