Binance partners Cristiano Ronaldo for its NFT push

Football maestro Cristiano Ronaldo has signed a partnership with the world’s biggest cryptocurrency exchange Binance for the promotion of non-fungible tokens (NFTs).

The Portuguese soccer star and Binance will create a series of NFT collections for sale on the Binance’s platform, as part of the multi year deal.

The first collection would be released later this year, per Binance.

NFTs exploded in popularity last year but is experiencing a sour investor sentiment that has spread across the digital assets space.

Crypto companies have been relying on sports partnerships in a bid to go mainstream.

Last year, Crypto.com signed a $700 million deal to rename the Staples Center in Los Angeles as the Crypto.com Arena.

Also, while crypto exchange FTX Trading Ltd sold a stake to National Football League quarterback Tom Brady.