Payhound recently made a splash in the payments segment after becoming AS Monaco’s official B2B crypto payment partner for the 2026/2027 season. But why is this type of partnership important both for the football industry and PSPs?
Insider Sport talks with Matthias Reichwald, Chief Revenue and Marketing Officer at AS Monaco, and Elton Dimech, Managing Director at Payhound, and discusses the role of networking, hospitality and Monaco’s global business ecosystem in creating value beyond brand exposure.
How did the partnership between Payhound and AS Monaco come about?
Matthias Reichwald: This partnership emerged from a shared ambition to build a long-term international business relationship. From the outset, both organisations identified common objectives around innovation, global development and the creation of meaningful business opportunities.
AS Monaco continuously seeks to engage with companies that bring new perspectives and operate in fast-evolving industries. In this context, Payhound’s expertise in fintech and digital payment solutions naturally opened the door to discussions between the two organisations.
More than a traditional sponsorship agreement, the partnership was designed to foster exchanges, create connections and support business development initiatives.
Why was AS Monaco the right partner for Payhound?
Elton Dimech: For Payhound, this partnership is about much more than visibility. AS Monaco has an internationally recognised name, a global audience and a strong commercial network that extends well beyond football.
As a B2B payments company, we wanted a partnership that could strengthen our international presence while creating opportunities to connect with businesses and decision makers. AS Monaco gives us that combination of exposure, credibility and access to a highly relevant business ecosystem.
What made Payhound a strong fit for AS Monaco?
M.R.: Payhound was a strong fit for AS Monaco because of its unique positioning at the intersection of fintech, payments and digital assets, sectors that are becoming increasingly relevant within the international business landscape. Its expertise brings an additional dimension to the Club’s partner network and strengthens its connections with high-growth, technology-driven industries.
The company’s international footprint, innovative mindset and B2B focus are particularly aligned with the profile of organisations AS Monaco seeks to attract and engage within its ecosystem.
By partnering with Payhound, AS Monaco further reinforces its ability to connect with forward-thinking companies and to expand the range of opportunities available to its broader business community.
What does the partnership give Payhound beyond brand exposure?
E.D.: The exposure is significant, but the real value is the combination of visibility and access. Through AS Monaco, Payhound can engage with the club’s network of partners, businesses and stakeholders in an environment that is very different from conventional B2B marketing.
It also gives us opportunities across matchdays, events, digital activations and networking throughout the season. For a growing B2B brand, that creates multiple ways to build recognition while developing meaningful commercial relationships.
What can AS Monaco offer B2B partners beyond visibility?
M.R.: AS Monaco offers far more than traditional sponsorship exposure. The Club has developed a genuine international business platform, designed to help its partners build meaningful connections, generate opportunities and create long-term value.
Through hospitality experiences during the Club’s home matches, as well as dedicated networking and business events, partners have the opportunity to connect with clients, prospects and key decision-makers within the AS Monaco’s ecosystem. The Club also facilitates introductions and commercial discussions that can lead to valuable business relationships. In addition, partners can leverage AS Monaco’s platforms and assets to showcase their expertise, share their story and engage with relevant stakeholders.
Ultimately, the objective is to create tangible business and relationship value, going well beyond traditional sponsorship exposure.
How does AS Monaco help its partners build international exposure?
M.R.: AS Monaco benefits from a naturally international profile, with a brand presence that extends far beyond France and Monaco. Through the Club’s global visibility, partners can increase their exposure and connect with a global digital audience.
The Club also provides access to an international business network, creating opportunities to develop relationships and explore new markets beyond domestic borders. Through dedicated content, events and partnership activations, companies can leverage the Club’s ecosystem to support their growth ambitions.
Combined with Monaco’s strong international appeal, this environment helps partners strengthen both their brand awareness and their international business connections.
How important is the wider Monaco ecosystem to the partnership?
E.D.: It is a major part of the value. Monaco brings together an international community of businesses, entrepreneurs and decision makers across sectors that are highly relevant to Payhound.
We provide B2B payment infrastructure for companies that need to accept crypto and stablecoin payments, convert digital assets into fiat and move funds internationally. Being connected to an ecosystem with such a strong concentration of international business creates a natural opportunity for us to introduce Payhound to new audiences and build relationships.
M.R.: The wider Monaco ecosystem is an important asset for both the Club and its partners. Monaco brings together international businesses, entrepreneurs and decision-makers from a wide range of industries and markets.
Through its strong local presence and extensive partner network, AS Monaco is closely connected to this ecosystem. As a result, the Club can provide access to valuable business connections that extend well beyond the Monaco market itself.
For international B2B companies, this creates opportunities to engage with globally minded businesses and individuals, while benefiting from an ecosystem that complements the Club’s international reach and visibility.
How does this partnership support Payhound’s international growth?
E.D.: Payhound works with businesses operating across borders, so international growth is central to what we are building. AS Monaco gives the Payhound brand exposure to an international audience while also placing us within a network of businesses with global interests.
The partnership helps us build recognition in new markets, strengthen the credibility of the Payhound brand and create conversations around how crypto and stablecoin payments can support businesses operating internationally.
How important are trust and credibility in B2B payments?
E.D.: They are fundamental. Businesses need to know who is handling their payments, how their funds are being managed and whether the infrastructure behind those transactions meets the standards they expect.
Payhound is a regulated B2B payments company. Our role is to make crypto and stablecoin payments practical for businesses through secure infrastructure for accepting payments, converting digital assets into fiat and executing international transactions.
Working alongside an established organisation such as AS Monaco adds another layer of recognition as we continue introducing Payhound to businesses internationally.
The AS Monaco partnership allows us to bring that message to audiences that may not encounter Payhound through the usual fintech channels.
Can specialised B2B companies benefit from football partnerships as much as consumer brands?
M.R.: Absolutely. For specialised B2B companies, the value of a football partnership goes far beyond consumer visibility. Success is often measured through business relationships, networking opportunities and access to key decision-makers rather than brand awareness alone.
Through its partner ecosystem, business events and hospitality programme, AS Monaco helps companies build relationships, generate opportunities and support their commercial objectives. Partners can also leverage the Club’s platforms and activations to showcase their expertise and strengthen their positioning.
Ultimately, the most successful partnerships are those built around a company’s specific business goals rather than visibility alone.
What does the growing focus on payments at SBC Summit tell you about the industry?
E.D.: Payments have become a strategic part of how international businesses operate. Companies are looking beyond simply processing transactions and asking how quickly they can move funds, how they can support different currencies and digital assets, and how their payment infrastructure can help them operate across markets.
The growing focus on payments at events such as SBC reflects how central these questions have become for businesses.
M.R.: The growing presence of payments, fintech and technology companies at major industry events highlights the increasingly strategic role of payment infrastructure for international businesses. Today, payments are no longer just an operational function; they have become an important driver of efficiency, growth and international expansion.
At the same time, innovations such as crypto and stablecoin payments are generating growing interest and creating new opportunities for businesses. While knowledge and adoption still have room to grow, education and awareness will play a key role in building trust and supporting the development of these new payment solutions.
From AS Monaco’s perspective, this trend also reflects the growing importance of fintech, payments and technology within the Club’s broader commercial ecosystem.
What makes a successful partnership for AS Monaco?
M.R.: For AS Monaco, a successful partnership is built on shared objectives, long-term collaboration and the creation of mutual value for both parties.
The Club works closely with its partners to activate partnerships through content, events, hospitality, networking and business opportunities. The goal is to help partners strengthen their brand awareness, expand their network and develop meaningful business relationships.
Ultimately, the strongest partnerships are those where both organisations actively contribute, create opportunities for one another and work together to achieve shared ambitions The partnership with Payhound is a good example of this approach, combining brand visibility with business networking and ecosystem development.
What types of businesses should be speaking to AS Monaco about partnership opportunities?
M.R.: AS Monaco is particularly interested in working with ambitious, international and innovative companies that are looking to accelerate their growth and strengthen their market presence.
This includes both B2B and B2C businesses, provided there is a clear strategic fit and a shared vision for the partnership. The Club encourages companies to view sport not only as a visibility platform, but also as a tool for business development, networking and relationship building.
Thanks to its global positioning and international ecosystem, AS Monaco can support companies looking to expand beyond their domestic markets. The Club is also keen to strengthen its network in forward-looking sectors such as fintech, payments, technology and digital assets.
