26 October 2024 – Plan ₿, an initiative founded in collaboration with Tether and the City of Lugano to promote the use of Bitcoin and blockchain technology, has announced its exclusive kit sponsorship of FC Lugano, a historic Swiss football club with a legacy spanning over a century. This multi-year global sponsorship reinforces Plan ₿’s commitment to increasing cryptocurrency representation while strengthening ties within the Lugano community, positioning the city as an international leader in financial and technological innovation.
Founded in 1908, FC Lugano boasts an illustrious history in Swiss football, including three Swiss championships, four Swiss Cup victories, and multiple qualifications for UEFA tournaments. The team’s impressive second-place finish in the 2023-2024 Swiss Super League has secured its participation in the prestigious UEFA Champions League, making this collaboration particularly significant as FC Lugano steps onto the global stage.
As part of this agreement, Plan ₿ will be the sole front-of-kit sponsor for all FC Lugano matches through the 2025-2029 seasons, enhancing visibility for the initiative’s role in fostering blockchain adoption and economic transformation. Previously, Plan ₿’s sponsorship of FC Lugano included front-of-kit branding during international competitions only.
In a special celebration of this collaboration, the highly anticipated “Lugano’s Plan ₿ Forum Match” will take place on Sunday, October 27, when FC Lugano faces BSC Young Boys (kickoff at 16:30). The event will spotlight the city’s leadership in blending sports and financial innovation and offer fans a chance to engage with cutting-edge technologies in real-time, including purchasing tickets, merchandise, and stadium refreshments using Bitcoin, USD₮, and LVGA tokens.
“Watching the team take the pitch in the UEFA Champions League with Plan ₿ branding front and center is a powerful symbol of our shared commitment to innovation,” said Paolo Ardoino, CEO of Tether. “This collaboration between FC Lugano and Plan ₿ showcases the synergy between sports and technology, and highlights our mission to push boundaries both on and off the field.”
Martin Blaser, Delegate of the Board of Directors and Vice President of F.C. Lugano SA, said: “We are thrilled and proud to have signed such an important agreement, marking the culmination of a remarkable journey we’ve shared—a project that also involves the City of Lugano. This partnership perfectly unites a strong local entity with a global business of significant heritage. It all began with our Swiss Cup victory in 2022, followed by the final match of the 2023 edition. Our two-year agreement has been extended based on the positive experience we’ve gained through highly professional collaboration. The increased financial commitment from Plan ₿ in the second year of our current contract introduced this pivotal agreement, which signals the start of an even closer partnership. I see new opportunities for activation and shared initiatives, and I’m confident that the “FC Lugano” brand will play a key role in advancing them.”
Over the past year, Plan ₿ has been a catalyst for Lugano’s technological transformation, enabling residents to pay for municipal services and taxes with Bitcoin, while encouraging local businesses to integrate digital assets into their operations. The Plan ₿ initiative continues to lay the groundwork for a future where blockchain technology is embedded in Lugano’s financial infrastructure, driving global discussions about Bitcoin adoption and decentralized finance.
About Plan ₿
Lugano’s Plan ₿ is a joint initiative between the City of Lugano and Tether to accelerate the use of and leverage bitcoin technology as the foundation to transform the city’s financial infrastructure.
The plan will scale blockchain and Bitcoin throughout the city to positively impact all facets of daily life for the residents of Lugano. From small transactions with local merchants to larger efforts – such as paying annual taxes – blockchain will serve as the foundation for the city’s financial exchanges.
About Lugano FC
FC Lugano was founded in 1908 and is the only Swiss top-tier club located in the Italian speaking part of Switzerland. FC Lugano has won the Swiss Championship in 1938, 1941, and 1949 and the Swiss Cup in 1931, 1968 and 1993. In 2015, the club rejoined the Swiss Super League and qualified twice, in 2017 and 2019, for the UEFA Europa League group stage after two third-place finishes in the domestic Championship.
For more information on Lugano FC, visit: https://www.fclugano.com/
