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Chain, a blockchain infrastructure company that offers developers Web3 services to build and maintain blockchain-based applications, will sponsor the New England Patriots football team as well as other group-controlled sports venues and clubs. Kraft.

In an announcement Thursday, Chain said it will be the official blockchain and web3 sponsor of the Patriots, New England Revolution Football Club, Gillette Stadium in Massachusetts and Patriot Place Mall in a multi-year partnership with Kraft Sports + Entertainment, the marketing and events division of the Kraft group. Chain will strive to develop Web3 experiences for visitors to Gillette Stadium and Patriot Place by “fusing the physical with the digital”.

Speaking to Cointelegraph, a spokesperson for the chain declined to comment on the monetary details of the partnership. They hinted that the Web3 fan experience was related to the company “recently [selling] a landmark NFT project with a global luxury retailer.”

Chain said it offers products like Ledger, Cloud, and non-fungible tokens as a service. The company acquired Measurable Data Token (MDT) and its ecosystem products for $100 million in July, which included the MeFi oracle blockchain and RewardMe cashback app.

Many Crypto Twitter reactions to the Patriots sponsorship seemed positive, but some interrogates how blockchain technology would contribute to fan experiences.

Related: Sports sponsorship helps legitimize crypto in Australia – Coinjar exec

Professional sports organizations in the United States and abroad have seen significant funds pour in with crypto sponsorships. Crypto.com signed a $700 million deal to rebrand the Staples Center in Los Angeles in 2021, later signing a five-year sponsorship deal with the Australian Soccer League for $25 million and becoming one of the official FIFA World Cup sponsors in Qatar. However, the exchange would also have backed out of a deal worth about half a billion dollars with the Union of European Football Associations Champions League in September.

Cointelegraph has contacted the Patriots, but has not received a response as of press time.