SINGAPORE –– Crypto exchange Bitget has sealed a partnership with La Liga, Spanish football’s premier football league, as its official crypto crypto partner, Gracy Chen, Bitget CEO told CoinDesk in an interview on Thursday at the sidelines of the Token2049 conference.

The “multi-million dollar” deal may impact the renewal of Bitget’s partnership with football superstar and world cup winning captain with Argentina, Lionel Messi, which is ending later this year.

“We still haven’t decided” how the partnership with Lionel Messi will evolve but the La Liga deal is “slightly cheaper” and “gives us a lot more freedom and more deeper collaborations” because now we can invite “some of the star footballers to join our events” including Kylian Mbappé.

The partnership is limited to Eastern and South East Asia, as well as LATAM regions for two years.

“Over the last decade, digitalization and innovation have been among La Liga’s priorities,” said Javier Tebas, President of La Liga in an announcement. “Last season, we made this a priority under the umbrella of our New Era, which put the emphasis on technology: we want to be pioneers and we are committed to it,.”

The development comes in the same week that Bitget, along with Web3 investor Foresight Ventures increased their exposure to The Open Network (TON) by $30 million through a deal with a number of unnamed whales of the TON ecosystem.

Chen also touted the exchange surpassing 45 million users worldwide earlier this week. “Even with the Telegram founder being arrested in Paris, the TON foundation is not losing the momentum. We are very bullish.”

Read More: Bitget, Foresight Ventures Buy $30M TON Tokens From Whales