Cryptocurrency exchange Coinbase has become Official Crypto Partner of the Canadian Football League (CFL) and the 111th Grey Cup.

Coinbase, the league’s first-ever partner in the crypto space, will also sponsor the opening coin toss ahead of the championship game in Vancouver on November 17.

Canada is the second-most crypto-aware country across Coinbase’s international markets. With an estimated five million crypto holders calling Canada home, about 13 percent of the population, Coinbase sees a significant opportunity for growth in the Canadian market.

“The CFL is one of Canada’s most celebrated sports leagues, and we’re thrilled to be partnering with them,” said Lucas Matheson,…