Virtune’s Crypto Play: How a Sports Star Signals a New Era of Regulated Digital Assets

STOCKHOLM, SWEDEN – December 17, 2025 – As the digital asset market matures, Swedish crypto asset manager Virtune is betting on a new playbook, one that combines star power with regulatory rigor. The company announced today an extension of its partnership with table tennis sensation Truls Möregårdh, a strategic move that highlights a broader industry shift towards mainstream acceptance and investor trust.

Möregårdh, a player whose star has risen meteorically, enters the 2026 season on the back of a career-defining run. His recent triumphs include securing two silver medals at the Paris 2024 Olympics and a landmark victory over the world's number one player to clinch the WTT Europe Smash 2025 title. This partnership renewal aligns his dynamic, high-performance brand with Virtune’s ambitions in the evolving landscape of European finance.

The Athlete as Ambassador: Building Trust in a New Financial Frontier

The collaboration is more than a simple endorsement; it represents a calculated effort to bridge the gap between the often-complex world of cryptocurrency and the general public. By aligning with a celebrated and innovative athlete, Virtune aims to demystify digital assets and build the credibility necessary for wider adoption.

Möregårdh is renowned for an unconventional and entertaining style, including a willingness to experiment with unique racket designs. This reputation for forward-thinking and challenging norms resonates deeply with the ethos Virtune seeks to project.

“I like working with Virtune because they dare to explore how investments can evolve in the future. That suits me and the way I want to think going forward,” Truls Möregårdh stated in the official announcement. “Continuing our partnership feels both right and inspiring ahead of the next season.”

For Virtune, the synergy is clear. The company is positioning itself as a pioneer in a newly regulated market, and Möregårdh embodies the combination of performance and innovation it wants associated with its brand.

“Truls is a player who both thinks innovatively and entertains. That makes him a perfect ambassador for us,” said Christopher Kock, CEO and co-founder of Virtune. “We want to be part of his journey and follow his successes in the years to come. It’s a partnership that means a great deal to us and that we look forward to developing further.”

The use of high-profile athletes is becoming an increasingly common strategy for financial firms, particularly those in the crypto space, which has long battled perceptions of risk and volatility. Associating with a disciplined, successful sports figure can help project an image of stability and legitimacy, appealing to both seasoned investors and newcomers.

Navigating a Regulated Landscape

Central to Virtune’s strategy is its identity as a Swedish regulated crypto asset manager. This distinction is critical in a European market now governed by the comprehensive Markets in Crypto-Assets (MiCA) regulation, which came into full effect at the end of 2024. MiCA establishes a harmonized framework across the EU, designed to enhance investor protection, ensure market integrity, and provide legal clarity for service providers.

Virtune’s products are not cryptocurrencies themselves but Exchange-Traded Products (ETPs) traded on traditional, regulated stock exchanges like Nasdaq Stockholm and Deutsche Börse Xetra. These ETPs, which fall under existing financial instrument regulations like MiFID II, offer investors exposure to crypto assets without the technical complexities of direct ownership and self-custody.

Furthermore, the company emphasizes that its ETPs are 100% physically backed. This means that for every share of an ETP issued, Virtune holds an equivalent amount of the underlying cryptocurrency, such as Bitcoin or Solana, in secure cold storage managed by institutional-grade custodians. This structure provides a layer of transparency and security that contrasts sharply with the uncollateralized or synthetically replicated products that have previously raised concerns among regulators and investors.

This commitment to regulatory compliance and product security is a key competitive advantage. While the Swedish Financial Supervisory Authority (Finansinspektionen) has historically been cautious about crypto products for retail investors, the new EU-wide framework has created a viable path for regulated firms like Virtune to operate and grow.

A European Gambit Fueled by Rapid Growth

Since launching its first ETP in May 2023, Virtune has experienced explosive growth. The firm now manages approximately SEK 3.2 billion (around $310 million USD) in assets for a rapidly expanding base of over 150,000 institutional and private investors across the Nordic region. This growth has been supported by making its products accessible, for instance, through commission-free monthly savings plans on major platforms like Nordnet.

Now, the company has set its sights on continental Europe, with a significant push into Germany, one of the continent's largest and most important investment markets. Virtune has listed several of its flagship ETPs, including products tracking Bitcoin, Solana, and a diversified crypto index, on Germany’s Deutsche Börse Xetra. To spearhead this expansion, the firm recently appointed a dedicated Country Manager for Germany, signaling a long-term commitment to building a strong presence in the market.

This expansion places Virtune in a competitive field. Established players like 21Shares are also expanding their offerings on Nasdaq Stockholm, while traditional financial giants like Nordea are beginning to enter the crypto ETP space in partnership with other asset managers. Virtune's strategy relies on its regulated status, innovative product range—which includes staked ETPs that can generate yield—and a strong educational focus to differentiate itself.

The partnership with Truls Möregårdh will see him featured in Virtune’s communications and marketing activities throughout the year, serving as the public face of this ambitious European strategy. The collaboration symbolizes a pivotal moment where the disruptive energy of digital assets is being channeled through the trusted and regulated structures of mainstream finance, a trend that is set to define the next chapter of crypto investing in Europe.