Binance announced sponsoring the "After Hours Til Dawn" tour beginning in July 2022.
Binance announced that the exchange would sponsor the “After Hours Til Dawn” global tour by The Weeknd, which begins on July 8. In an official statement, Binance said it would release an NFT collection and co-branded tour merchandise in cooperation with HXOUSE, a think-centre and community incubator for creative entrepreneurs.
Furthermore, Binance will donate $2 million to the XO Humanitarian Fund, a fund launched by The Weeknd to support emergency operations by the UN World Food Programme. The singer is an official Global Goodwill Ambassador of the UN World Food Programme and will donate five per cent of specially designed NFT collection sales to the fund.
The Canadian superstar is no stranger to NFTs either. In April 2021, he released his first NFT drop on Nifty Gateway. In December 2021, he also dropped a series of seven NFTs with footage from one of his music videos and digital signatures by the artist.