In a move benefiting levels of awareness for the entire industry, one blockchain startup has managed to secure itself as an official sponsor of the British Masters Tournament, the largest professional golf tournament in the UK.
LIFElabs joins the ranks of TaylorMade, Adidas, and Ladbrokes as a partner of the Sky Sports British Masters tournament, also making a name for itself as the first cryptocurrency firm to make such a deal with a major golf tournament.
The startup describes its ambitions as to ”demystify the world of cryptocurrency”, assisting people in utilizing the sometimes inaccessible world of blockchain technology. It also has a philanthropic edge, donating one-third of the value of each its native tokens to humanitarian endeavors.
While benefiting from the massive exposure the partnership will bring them, LIFElabs hope they can promote the use of this token and consequently the charities that it supports.
The company has also constructed a competition for competitors in the golf tournament, with the first player achieving a 222-yard hole in one receiving GBP 12,000, matched with a donation to Cancer Research UK Kids & Teens and The European Tour Foundation.
”Both LIFElabs and the British Masters are looking to make a real difference to people’s lives, both here in the UK and across the rest of the world,” Luke Chittock, the chief executive of LIFElabs shared in a press release.
The British Masters tournament begins next week and will air on Sky Sports.
Crypto meets sports
The partnership further signals the popularity of cryptocurrency in the realm of professional sport.
In particular, it has become an increasingly popular choice for football teams to launch their own tokens. Notably, Brazilian team Avaí Futebol and top French club Paris Saint-Germain both announced their own crypto token sales last month.
Sportsbook Sportsbet.io have tapped into the increasingly popular overlap between cryptocurrency and sports, offering customers the chance to place bets on sporting events using Bitcoin.
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