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Crypto.com, the Singapore-headquartered cryptocurrency exchange platform, has outlined that it has seen significant growth thanks to high-profile sports sponsorship and advertising. Reaping the rewardsThe company has established advertising partnerships with Formula 1 (F1) motor racing and the Ultimate Fighting Championship (UFC). These lucrative sponsorship deals have propelled the exchange into the spotlight of two massive fan bases, contributing to its expansion. In an interview with Cointelegraph last week, Eric Anziani, president and chief operating officer of Crypto.com, discussed the company's successful advertising campaigns with F1 and the UFC, as well as its naming rights deal for the Crypto.com Arena in downtown Los Angeles. In 2021, what was then the Staples Center was renamed to the Crypto.com Arena in a $700 million naming rights deal. Anziani expressed gratitude for these partnerships, emphasizing the importance of staying top of mind for users in the competitive cryptocurrency market.  That same year, the company signed a multi-year partnership deal with leading French football club Paris Saint-Germain (PSG), rolling out various PSG-related marketing activities since then.Photo by Austin Loveing on UnsplashBrand recognition benefitsMarket surveys conducted by Crypto.com indicate a high level of global awareness and brand recognition among retail cryptocurrency users. The exchange's logo prominently displayed during F1 races and UFC events has helped it reach millions of fans worldwide. ESPN reports an average of 1.11 million viewers per race for the 2023 F1 season in the United States alone, with global viewership exceeding one billion over the entire race calendar. Similarly, the UFC boasts a global audience, with some of its biggest fights attracting millions of pay-per-view viewers. Anziani highlighted the effectiveness of these partnerships in bringing people into the cryptocurrency space.  User base approaching 100 millionThese partnerships have significantly contributed to Crypto.com's growing user base, which is approaching 100 million users in 2024, up from an estimated 80 million in the previous year. Anziani discussed the factors that drive users' choice of exchange platforms, emphasizing the importance of compliance, security, convenient access to cryptocurrency and competitive fees. He noted that different users prioritize different aspects based on their trading preferences and requirements. The firm is not alone in pursuing high-profile sports sponsorship deals. Rival platform OKX has an ongoing sponsorship deal in place with Manchester City Football Club in the English Premier League (EPL). It also has doubled down recently on the sponsorship of F1 racing team McLaren. Other notable partnerships include crypto gambling platform Stake.com’s sponsorship of Sauber F1, crypto exchange platform Kraken’s deal with Williams F1 and BingX’s sleeve sponsorship agreement with Chelsea football club in the EPL. High-profile marketing initiatives are alive and well, although in a much more sober way than in 2022 when six crypto companies featured in Super Bowl advertising in the United States. Kraken’s chief marketing officer, Mayur Gupta, recently stated that the Super Bowl is no longer an effective means of promotion for crypto companies.  

Blockchain technology and digital assets feature strongly in a fintech ecosystem report carried out by InvestHK, an agency within Hong Kong’s government responsible for foreign direct investment.Photo by Shubham Dhage on UnsplashGrowing fintech sectorThe recently published report, identified that as of July 2024, there were 175 blockchain application/software firms located in Hong Kong. In the area of cryptocurrency and digital assets, it identified the presence of 111 firms, while there were 122 payment and remittance firms. All in all, the report found that in excess of 1,100 fintech firms had been established in Hong Kong as of mid-2024. It highlights the fact that the sector has seen robust growth in Hong Kong in recent years, while making the point that this has come about in part due to “substantial resources” having been committed by the Hong Kong government to enable such growth within the local fintech sector. The report cites data from a study carried out by DataCube Research, which projects that the fintech market within the Chinese autonomous territory will reach $606 billion by 2032. This forecast incorporates an expectation of an annual growth rate of 28.5% over the course of the next eight years. As well as forecasting further growth for the fintech sector in general in Hong Kong, the InvestHK report also foresees artificial intelligence, blockchain and distributed ledger technology (DLT) and digital assets contributing to that growth. 250% blockchain startup growthThe research identifies that since 2022, there has been a 250% increase in the total number of blockchain-related startups that are located within the Hong Kong Special Administrative Region (SAR). The number of crypto and digital asset firms based in Hong Kong has grown by 30% during the same period.  Finding talentIn formulating this report, InvestHK surveyed 130 local fintech firms. One challenge that was identified through that process is the need for the appropriate talent to be in place in order to secure projected growth rates over the coming years. Hong Kong is having to compete on a global basis for appropriate fintech talent, with almost 60% of the companies surveyed by InvestHK suggesting that this is a major challenge. Taking cryptocurrencies as a key component for future growth, last year’s Bitcoin price surge led to a crypto hiring boom with some of the large global fintech companies actively hiring crypto talent.  Other centers such as Singapore are taking measures to attract that talent. Access to capital was another area of concern, with 44% of respondents indicating it as an area of difficulty. In an interview with English-language newspaper China Daily recently, Brian Ah-Chuen, managing director of ABC Banking Corp., said that InvestHK has been aggressive in its approach to certain initiatives. He said that the agency has been successful in drawing capital and talent from around the world to Hong Kong.

As Solana (SOL) gains institutional momentum through new investment products and major platform integrations, the blockchain is also becoming a target for sophisticated phishing scams in South Korea.Photo by GuerrillaBuzz on UnsplashFake websites and impersonatorsAccording to a recent Etoday report, attackers have been impersonating the Solana Foundation and Superteam Korea, a developer community within the Solana ecosystem. Using fake group chats on messaging platforms like KakaoTalk and Telegram, the scammers deploy official branding and fabricated partnership announcements to appear legitimate. Victims are lured with promises of five SOL tokens for creating wallets on fraudulent websites mimicking Solflare, a widely used Solana wallet. Users are then instructed to stake their tokens in exchange for daily yield, enabling the scammers to access their funds. The schemes have become more advanced, with perpetrators using names and photos of Superteam Korea members and generating fake wallet interfaces that display fabricated token balances. When victims attempt to withdraw funds, they are removed from chats, blocked from further communication and left with inactive websites as evidence is wiped. The Solana Foundation and Superteam Korea have issued public warnings, stating they do not solicit investments through messaging platforms or request payments to specific accounts. They have noted an increase in phishing sophistication and advised users to be cautious of unsolicited offers, particularly those that promise guaranteed returns. Solana adoption gains momentumThese scams stand in contrast to Solana’s recent growth. The Rex-Osprey Solana + Staking ETF, launched in the U.S., recorded $12 million in inflows and $33.6 million in trading volume on its first day. It is the first U.S.-listed ETF to offer SOL exposure with staking rewards available directly through brokerage accounts. Additionally, PancakeSwap’s V3 liquidity pool went live on Solana, offering up to 84% of trading fees to liquidity providers and enabling swaps starting at 0.01%.Amid these developments, Bitwise Chief Investment Officer Matt Hougan and Head of Research Ryan Rasmussen expressed cautious optimism about Solana, predicting it could set new all-time highs this year, though likely with more difficulty than Bitcoin. They pointed to rising interest in stablecoins, ETF approvals and the emergence of treasury firms focused on SOL and Ethereum (ETH) as key factors that could support long-term value. The pair also reaffirmed Bitwise’s $200,000 price target for Bitcoin, citing sustained institutional demand.