Cryptocurrency exchange Coinbase has become Official Crypto Partner of the Canadian Football League (CFL) and the 111th Grey Cup.

Coinbase, the league’s first-ever partner in the crypto space, will also sponsor the opening coin toss ahead of the championship game in Vancouver on November 17.

Canada is the second-most crypto-aware country across Coinbase’s international markets. With an estimated five million crypto holders calling Canada home, about 13 percent of the population, Coinbase sees a significant opportunity for growth in the Canadian market.

“The CFL is one of Canada’s most celebrated sports leagues, and we’re thrilled to be partnering with them,” said Lucas Matheson, CEO, Coinbase Canada. “Together, we aim to deepen Canadians’ connection with crypto and provide them with the tools and opportunities to participate in the digital economy, increasing economic freedom across Canada in the process.”