On 26 Aug 2025, BYDFi, a Singapore-based crypto exchange, sealed a multi-year partnership with Newcastle United, a flagship Premier League club. More than a publicity move, this alliance between football and blockchain marks a strategic push into the global market. In a competitive sector, BYDFi is betting on the media power of sport to position itself as a central player in crypto. It is a strong signal sent to the industry and perhaps a turning point in the battle between exchanges.