The gamified campaign “Team 2024. Collect the full squad”, sponsored by WhiteBIT crypto exchange in partnership with Ukraine’s national football team, and powered by ATB (the largest grocery retailer in Ukraine), and NTI Loyalty agency, has won at the International Loyalty Awards 2025. The project took the top prize in the category “Best Strategic Partnership in Global Loyalty”, surpassing entries from Mastercard, the Royal Bank of Canada, and other international contenders.
Driving mass blockchain adoption in Europe
The campaign “Team 2024. Collect the full squad” was sponsored by WhiteBIT cryptocurrency exchange, the largest cryptocurrency exchange in Europe by traffic, with over 8 million users across 150+ countries. For over two years, WhiteBIT has served as an official partner of the Ukrainian national football team, actively supporting sports and social impact projects as part of its broader mission: bringing cryptocurrency into everyday life.
“Cryptocurrencies are no longer just a part of the digital ecosystem — they are becoming part of daily life,” says Volodymyr Nosov, CEO of WhiteBIT Group. “With this campaign, we’ve shown that crypto can be accessible to everyone — even on supermarket shelves. It’s a step forward for real-world adoption across Europe, and for the future of finance.”
Web3 for Everyone, Everywhere/Web3 as Everyday Reality
The “Team 2024. Collect the full squad” campaign combined national pride, gamification, and blockchain technology. Customers at more than 1,000 ATB stores collected physical cards featuring Ukrainian national football players, intending to complete the whole squad. Each card could be activated through a mobile app with access to different activities and the opportunity to earn crypto rewards.
Importantly, it was a first for Ukraine—bridging the gap between tangible collectibles (on-shelf physical cards) and Web3 technologies (in-app activities), allowing users to earn real cryptocurrency as rewards.
Record-breaking engagement
The campaign gathered massive traction:
- 230,000+ participants
- 15,000+ completed full collections and received guaranteed crypto prizes
- 300 000+ of cards distributed nationwide
These figures made “Team 2024. Collect the full squad” one of the largest real-world crypto adoption initiatives in Europe, transforming how users interact with digital assets.
Recognition for innovation and impact
The International Loyalty Awards jury praised the campaign for its original concept, seamless execution, and scale of impact, calling it a breakthrough in cross-industry partnership — combining sport, retail, loyalty mechanics, and blockchain technology into one engaging, accessible experience.
The International Loyalty Awards are one of the most prestigious global honors in the loyalty and engagement space. They annually recognize excellence in B2C and B2B programs that push boundaries and deliver measurable results.
About WhiteBIT
WhiteBIT is the largest European cryptocurrency exchange by traffic, offering over 820 trading pairs, 330+ assets, and supporting 9 fiat currencies. WhiteBIT collaborates with Visa, FACEIT, FC Barcelona, FC Juventus and the Ukrainian national football team. The company is dedicated to driving the widespread adoption of blockchain technology worldwide.
