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Lega Serie A has named as its official "Innovation and Technology Partner" as part of a multiyear deal on Thursday.

Italian soccer's top-flight already made history last May when it became the first sports league in the world to partner with a Cryptocurrency company.

Three months on, that expanding agreement will now see incorporated into every broadcast where technology is involved, such as video assistant referee (VAR), with the referee center to bear's name.

The 2020-21 season saw a total of 2,372 incidents where VAR technology was required, according to the league. VAR interventions are included in Serie A's global broadcast reaching more than 1 billion people worldwide in 191 countries. Paramount+ and CBS Sports is your exclusive home in the United States for all things calcio Italiano. And you can always check out the full Serie A schedule here.

Also included in the agreement are two new Serie A awards with Striker of the Season coming in with Goal of the Month.

Serie A, Coppa Italia and Supercoppa Italiana NFT (non-fungible tokens) collections are also part of the deal and adds to's involvement in other sports such as UFC, Formula 1, Aston Martin's F1 team and the Montreal Canadiens in the National Hockey League.

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