Global cryptocurrency exchange BYDFi, whose mission is to help users “BUIDL Your Dream Finance,” has entered a multi-year partnership with Premier League football club Newcastle United, becoming its official crypto exchange partner.

For a cryptocurrency exchange, breaking into the mainstream is the ultimate challenge. The gap between the crypto-native world and the global consumer audience can be vast, and innovative technology by itself isn’t enough to build the trust needed to bridge this gap.

There must also be a connection to the cultures and communities where potential users live and breathe. In recent years, strategic partnerships with major brands in sports and entertainment have become a powerful way to build…