SPONSORSHIP OF THE NATIONAL TEAM. Bitso, the largest cryptocurrency platform in Latin America with more than 4 million users in Mexico, Argentina and Brazil, announced the sponsorship of the Mexican National Soccer Team, thus ratifying its commitment to sports in Mexico. The challenge was to communicate sports news in niche media. This was achieved through a strategy with T1 media, which allowed us to conduct interviews prior to the launch and to shield the news to avoid information leaks. We achieved more than 190 mentions in Mexico, more than 30 mentions in T1 media, more than 100 million interactions, and we managed to position Bitso as the cryptocurrency company in Latin America with the highest number of soccer team sponsorships in the region.