i think this gives proper exposure to both the team and bitcoin so its definitely a win-win situation here.
this reminds me of a f1 team, alpine, being sponsored by binance and is offering fan tokens
this shows how relevant crypto is and how it is being used widely by influential people in the world.
For sure, a lot of BTC/crypto enthusiast are going to donate at them as they love their initiative, and what if one day they can also get a sponsorship? But I think, fame is not enough to get one but they also need to play better, if in case they don't yet.
Benfica sold souvenirs for cryptocurrencies the same time, Miami Dolphins accepted LTC for payment, West Ham and some more teams created their fan tokens, etc.
So it is not new idea to get some more money from cryptocurrency users.