The current Serie A champions in Italy, SSC Napoli, and Dunamu Inc. recently announced a collaboration that will make the Korean fintech company the team's official back-of-shirt and cryptocurrency exchange partner for the current and following seasons.

In accordance with the terms of the deal, the Upbit logo will appear beneath the player's number on the back of the Napoli shirts for all Serie A, Coppa Italia, and friendly matches. The company's logo will also appear on billboards in the vicinity of the Stadio Diego Armando Maradona in Naples.

“This will come into play for the team’s next Serie A fixture on Wednesday, Jan. 4, against Inter,” Napoli unveiled in a press release on the first day of the week. The club emphasized the importance of the agreement with Dunamu in light of Napoli’s intention to expand its fan base in South Korea.

Kim Min-jae is at the centre of the Napoli lineup, according to a report from the Korea Joongang Daily. The Korean center-back, who joined Napoli in late July, made his debut in August before being awarded September's Lega Serie A Player of the Month.

When Kim scored twice in his first few weeks at Napoli, he overtook the top Korean scorer in Serie A history. His squad is currently in first place in the league and hasn't lost at home whole 2022–23 season.

“We’re thrilled to have reached this agreement with the South Korean company Dunamu, a leader in its sector,” said Tommaso Bianchini, chief international development officer of Napoli. “We’d like to warmly welcome Upbit to our family and we look forward to working together and enlarging our presence in South Korea,” he added.

“Dunamu is excited about our new partnership with SSC Napoli, one of the biggest and most prestigious football clubs in the world. We’re thankful for the warmest welcome and are thrilled to be a part of the journey together with SSC Napoli, including star defender Kim Min-jae,” Dunamu CEO Sirgoo Lee was quoted as stating.

Napoli isn't the only top Italian football club supported by cryptocurrency sponsors. As part of a multi-year sponsorship agreement, soccer powerhouse AC Milan signed a contract in August 2021 designating Bitmex as its "official sleeve and crypto trading partner." In September of that year, Bitget, a cryptocurrency derivatives market, announced a partnership with Juventus, and Inter negotiated a $100 million sponsorship deal with the blockchain company Zytara Labs.