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CoinW is not leading with product here. It is leading with recognition. The crypto trading platform has named Luka Modrić as its new global brand ambassador, tying one of football most decorated names to a wider push around crypto education and sports-led reach.
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The easier way to read the deal is as a branding play, but CoinW is also using it as an onboarding pitch. The company says the partnership will be used to bring football fans closer to digital assets through educational content and fan-focused campaigns, with more activity planned around the 2026 FIFA World Cup.
That makes the Modrić deal part of a wider sports strategy, not a one-off. CoinW already signed a regional partnership with La Liga in early 2025 and earlier became an official supporter of the East Asian Football Championship.
Only after that comes the company story CoinW wants attached to the announcement. The exchange says it launched in 2017, grew through the volatility of the sector, and now serves more than 20 million users worldwide. In the release, it also said it has had no publicly reported major security breaches based on its internal records.
So the partnership is being framed around image and durability at the same time. CoinW ties Modrić career to ideas like discipline, consistency, and long-run credibility, then mirrors those traits back onto its own brand. The company points to his Ballon dOr win and six UEFA Champions League titles as part of that story.
CoinW Chief Strategy Officer Nassar Al Achkar said:
“Luka Modrić’s dedication and resilience inspire us to stay true to our mission. We are committed to building a trusted platform that empowers users to confidently enter and explore the world of digital finance.”