Chain, a provider of web3 software solutions, has collaborated with Kraft Sports and Entertainment to become the official blockchain sponsor of the NFL’s New England Patriots.

Chain will also be a sponsor of the New England Revolution of Major League Soccer, as well as Gillette Stadium, where the Patriots and Revolution play.

“Our team is excited to help Kraft Sports and Entertainment build cutting-edge experiences for stadium visitors utilizing Chain’s proprietary blockchain technology,” Chain CEO Deepak Thapliyal said in a statement.

The terms of the transactions were not disclosed. A request for comment from Chain was not immediately returned.

The Patriots were purchased by billionaire Robert Kraft in 1994. Since then, the Patriots have won six Super Bowls, all with Tom Brady at the helm. Brady, who is now a member of the Tampa Bay Buccaneers, is a brand ambassador for the cryptocurrency exchange FTX.

Kraft established the Revolution in 1996 and The Kraft Group in 1998. Gillette Stadium first opened its doors in 2002.

Murray Kohl, vice president of sales for Kraft Sports and Entertainment, stated in a statement that the Patriots and Revolution have worked to engage fans through early website creation, a nightly online program, and a long-running podcast over the years.

“Together with Chain, we’ll look to innovate that same way with Web3,” Kohl said.

“Our fans will be able to connect with the Patriots and Revolution in ways never before possible,” he said.

Crypto firms collaborating with professional sports teams, leagues, and athletes to raise brand exposure became more frequent during the last bull cycle and continues to this day.

Perhaps most significantly, Crypto.com agreed last year to rename the Staples Center, home of the NBA’s Lakers and Clippers, the NHL’s Kings, and the WNBA’s Sparks, Crypto.com Arena.

In April, Blockchain.com announced a partnership with the Dallas Cowboys, the first such agreement between a cryptocurrency exchange and an NFL franchise.

Terra agreed in February to pay the Washington Nationals approximately $40 million as part of a five-year arrangement to sponsor the luxury club behind home plate and broadcast a digital series on the team’s social media channels.

Despite the meltdown of Terra’s algorithmic stablecoin TerraUSD (UST) and LUNA token a few months ago, the Terra Club at Nationals Park has preserved its name.