The world’s largest cryptocurrency exchange – Binance – joined forces with the popular Canadian singer Abel Makkonen Tesfaye (better known as The Weeknd). The platform will be the official sponsor of the artist’s upcoming tour in July. The Details Behind the Deal In a recent statement, the exchange said it is “excited” to become the official financial backer of the Weeknd’s “After Hours Till Down” tour. The event will start on July 8 and be held across several cities in Canada and the USA. Its end date is set for September 3 at the SoFi Stadium in Inglewood, California. Binance will also partner with HXOUSE (a globally focused think-center) to release a non-fungible token collection for The Weeknd’s tour. The digital collectibles will grant fans further experiences during the concerts. Not long ago, the singer launched the XO Humanitarian Fund, which is an initiative helping millions of people on the brink of famine. To mark the collaboration with him, Binance vowed to donate $2 million to the fund. Both parties will also create a specially designed NFT collection and will contribute 5% of the sales to the organization. The 32-year-old artist is among the most popular singers. He has won numerous prizes throughout his career, including four Grammy Awards, six American Music Awards, and nominations for an Academy Award. His “After Hours Till Down” will be his seventh concert tour. The Weeknd, Source: NY TimesBinance Sponsored the Grammy Awards Earlier this year, the exchange became the official crypto partner of the Recording Academy, the company which organizes the Grammy Awards (the music industry’s highest honor). Additionally, the endeavor enabled Binance to “bring Web3 technology solutions” to the event. Yi He – Co-Founder of the platform – commented: “Starting with the Grammys, we are excited to work together with the Recording Academy to bring fresh new experiences powered by blockchain and all the great things Web3 technology can bring to entertainment.” The 64th Grammy Awards were held in April in Las Vegas and amassed millions of spectators in front of the TVs. Some of the winners included Kanye West, Foo Fighters, Doja Cat, and more. The featured image is courtesy of Variety SPECIAL OFFER (Sponsored) Binance Free $100 (Exclusive): Use this link to register and receive $100 free and 10% off fees on Binance Futures first month (terms).PrimeXBT Special Offer: Use this link to register & enter POTATO50 code to receive up to $7,000 on your deposits.