The New York Giants have added another big-time player to their growing team of corporate sponsors.

Grayscale Investments, the world’s largest cryptocurrency asset manager with more than $46.65B in assets under management as of April 30, 2021, and the Giants have announced an exclusive partnership—and the first of its kind in the NFL—in which Grayscale becomes the team’s official digital currency asset management partner. 

“Our partnership with the Giants is incredibly meaningful because our roots are in New York,” said Grayscale CEO Michael Sonnenshein in a written statement announcing the new arrangement.

“We’re excited to partner with such a forward-thinking franchise, to work together on philanthropic initiatives, and to continue to support the New York metropolitan community.”

“During our extensive evaluation of the space, we determined that we not only wanted a partner that understood the value of aligning with the Giants brand, but also could guide us in navigating the cryptocurrency ecosystem,” added New York Giants Chief Commercial Officer Pete Guelli.

“Grayscale quickly emerged as a company that shares our passion for the New York market but also has the institutional knowledge and network of partners that we can access as crypto continues to evolve.”  

As the Giants’ newest corporate sponsor, Grayscale will take on an immediate presence in several major upcoming events. These include serving as the presenting (main, entitlement) sponsor of The Giants Foundation Golf Outing and of Giants home games this year, and serving as a supporting sponsor of Giants Training Camp.

Grayscale personnel will also host voluntary seminars on cryptocurrencies for Giants personnel each year.

Cryptocurrency has been slowly working its way into the world of sports, with several athletes investing in the concept.

Earlier this year, the NBA’s Miami Heat signed an exclusive 19-year arena naming rights deal with FTX, the first such deal of its kind and one that laid the groundwork for other crypto firms to expand their marketing presence into the exclusive world of sports as corporate partners.