Grayscale Investments enters into cryptocurrency partnership with the New York Giants

Grayscale investments, the world’s largest cryptocurrency asset manager, entered into the first-ever cryptocurrency partnership with an NFL Team with a new agreement with the New York Giants.

Why should we care?
The partnership between Grayscale and the New York Giants goes a little further than a typical brand alignment arrangement, because it also has an educational component. Grayscale will help “guide [the New York Giants] in navigating the cryptocurrency ecosystem,” according to New York Giants Chief Commercial Officer Pete Guelli. Grayscale will also be the presenting sponsor of The Giants Foundation Golf Outing; a presenting home game sponsor; and a supporting sponsor of Giants Training Camp. Greyscale will offer voluntary, educational seminars on cryptocurrencies for Giants personnel. The NFL’s embrace of crypto is part of a larger “mainstreaming” of crypto as an asset category, with some NFL stars converting salary dollars to crypto and others jumping on the NFT bandwagon. Grayscale has $46.65B in assets under management, and offers clients access and exposure to the digital currency asset class in the form of a security “without the challenges of buying, storing, and safekeeping digital currencies directly.” In April, it acquired nearly $1B in crypto in a 24-hour period. “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,” Grayscale CEO said. Grayscale is owned by Digital Currency Group, which is also the parent company of cryptocurrency-focused publication CoinDesk.