Top

High-profile sports sponsorships driving Crypto.com user base expansion

Web3 & Enterprise·February 14, 2024, 2:09 AM

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 rewards

The 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.

https://asset.coinness.com/en/news/07db72b1fb012b2143290fc0c6c55be0.webp
Photo by Austin Loveing on Unsplash

Brand recognition benefits

Market 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 million

These 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.

 

 

More to Read
View All
Policy & Regulation·

Aug 08, 2023

LH Leverages Blockchain to Certify Legally Important Documents

LH Leverages Blockchain to Certify Legally Important DocumentsThe Korea Land and Housing Corporation (LH) is set to build a certification platform to replace paper documents as the sole form of legal certification. The initiative aims to bring the credibility of traditional methods like contents-certified mail to electronic documents by leveraging blockchain technology.Photo by Liam Truong on UnsplashContents-certified mail — transitioning from postal to digitalContents-certified mail refers to a specific type of mail service provided by the post office, which offers special guarantees regarding the delivery and content of a document. When a document is sent using contents-certified mail, the post office provides certain assurances that can be beneficial in legal and official contexts.Amidst the rise in demand for digital administrative services due to increased remote technologies in the post-COVID-19 era, the ongoing expansion of Web3, and enhanced customized administration, there has also been a growing need for the digitization of documents related to compensation for land and buildings.According to industry sources, LH plans to automate document transmission and management functions through the platform, establishing a digital environment for generating, sending, receiving, viewing, and storing electronic documents.Factoring in blockchain techA key feature of the proof platform is its integrated blockchain technology. “Utilizing blockchain allows accurate documentation of LH as the sender, as well as the timestamps of delivery and reception. This will subsequently enhance transparency and security,” LH said.Going paperlessBy establishing the digital platform, LH will be able to introduce a more convenient method of sending legally significant documents, essentially replacing the manual method of sending them through postal services. This could include sending them via platforms used nationwide like Naver or KakaoTalk or through text messages sent by the country’s major telecommunication companies.This innovation can contribute to the proliferation of paperless methods, addressing the expected increase in postal delivery failures tied to the rise of single-person households.“By constructing this platform, we can better protect user rights and provide administrative services that transcend the temporal and spatial constraints of registered mail,” LH said. “We will broaden our legal, institutional, and technical discussions to innovate processes for verifying the validity of electronic documents.”The project is currently in operation in certain areas related to compensation. According to LH, the plan is to expand the project’s scope to encompass all areas of compensation by next year and then to other areas such as the management and sale of rental apartments.The corporation said that it posted a bidding notice last Wednesday to hire a company that can build the blockchain-powered platform that certifies legally important documents. LH is currently undergoing a selection process.Employing smart contractsLH also mentioned that it is preparing a smart contract system. The system programs the terms agreed upon by involved parties in advance, embeds them in an electronic contract, and enables automatic execution of the terms of the contract when all conditions are met.

news
Web3 & Enterprise·

Nov 29, 2023

Seoul Auction Blue seeks to register security tokens with the FSS for Andy Warhol’s artwork

Seoul Auction Blue seeks to register security tokens with the FSS for Andy Warhol’s artworkSeoul Auction Blue, the operator of fractional artwork investment platform Sotwo, recently submitted an application to the South Korean Financial Supervisory Service (FSS), local news outlet Seoul Economic Daily reported on Wednesday (local time). Its aim is to register security tokens linked to artworks with the financial authority, marking it the third entity in the country to pursue this innovative financial venture.Photo by Guido Coppa on UnsplashAndy Warhol’s ‘Dollar Sign’The artwork investment app plans to issue security tokens based on Andy Warhol’s “Dollar Sign,” a piece measuring 51.0 cm in height and 40.5 cm in length. This artwork was purchased by Seoul Auction Blue at an auction for KRW 626.2 million (approximately $485,000). The total value of the security tokens, inclusive of issuance costs, is approximately KRW 700 million. The firm will issue a total of 7,000 tokens, each valued at KRW 100,000. Upon receiving regulatory approval, Seoul Auction Blue is set to open for subscription requests from Dec. 20 to 26.In its endeavor to issue digital investment contract securities, Seoul Auction Blue has meticulously prepared its documentation in line with the FSS’s guidelines. The selection of the artwork of Andy Warhol, the renowned and iconic 20th-century artist, aligns with the FSS’s recommendation to choose a significant piece by an internationally acclaimed artist. This strategic choice reflects the company’s commitment to compliance and the recognition of Warhol’s global stature in the art world.Preventing conflicts of interestThe registration application submitted by Seoul Auction Blue includes specific restrictions aimed at preventing conflicts of interest with its affiliates related to security tokens. As per these rules, the company is barred from buying idle assets of affiliates to back its security tokens. Instead, Seoul Auction Blue is permitted to acquire them only through public methods like participating in an open bid or a post-sale bid process. Notably, the token issuer is in principle prohibited from purchasing these assets via intermediaries in private sales or any other non-transparent settings.The acquisition of underlying assets requires approval from the compliance monitoring committee. Furthermore, this regulation strips Seoul Auction Blue of the capacity to determine the final trading prices or conditions for these transactions.In addition, the company is collaborating with a couple of securities firms to safeguard investors’ funds, creating a buffer against any potential bankruptcy of the issuer. The funds raised from subscriptions for the security tokens will be managed in accounts overseen by KB Securities. Additionally, an investor protection fund is being set up, which will be handled as a trust fund by Shinhan Securities. This fund acts as an extra layer of security, offering investors enhanced protection for their investments.

news
Web3 & Enterprise·

Oct 16, 2023

Upbit Singapore Gains In-Principle Approval for Major Payment Institution License

Upbit Singapore Gains In-Principle Approval for Major Payment Institution LicenseCryptocurrency exchange Upbit Singapore announced in a press release via PR Newswire that it has secured an in-principle approval (IPA) for a Major Payment Institution (MPI) license from the Monetary Authority of Singapore (MAS). The IPA enables Upbit Singapore to continue providing regulated Digital Payment Token services in compliance with the Payment Services Act 2019 as it progresses on the path toward obtaining a full license.Photo by Paul MARSAN on UnsplashUpbit’s presence in AsiaIt’s worth noting that Upbit Singapore is part of Upbit APAC, a larger entity that operates exchanges bearing the same name in Thailand and Indonesia. Both Upbit Thailand and Upbit Indonesia are also regulated by their respective local authorities: Thailand’s Securities and Exchange Commission of Thailand and Indonesia’s Commodity Futures Trading Regulatory Agency (BAPPEBTI).Upbit APAC holds a technological partnership with Dunamu, the operator behind South Korea’s largest cryptocurrency exchange, Upbit.Crypto firms flocking to SingaporeThis development places Upbit Singapore among the ranks of other cryptocurrency exchanges in the city-state. Earlier this month, GSR Markets, the Singaporean arm of global crypto trading firm GSR, also achieved IPA status in its journey towards obtaining a full license. Other notable names in the industry, such as crypto exchange Coinbase and crypto payment firm Ripple, have already attained full licenses. The transition from an IPA to a full license took approximately a year for Coinbase and about four months for Ripple.Meanwhile, the Upbit enterprise has been making various efforts to solidify its presence in the crypto industry. One of its key initiatives is focused on enhancing user protection. For instance, as the leading cryptocurrency trading platform in South Korea, Upbit recently launched a campaign aimed at assisting crypto investors in recovering mistakenly transferred assets.However, there have been concerns regarding Upbit’s relationship with Kbank, the internet-only bank that provides real-name bank accounts to the Korean exchange. In Korea, cryptocurrency exchanges that facilitate the trading of Korean won are legally obligated to secure such bank accounts as part of anti-money laundering measures. Referring to a document provided by the Financial Services Commission (FSC), Lawmaker Kim Hee-gon highlighted that Upbit customers make up 18% of the bank’s total customer deposits. This percentage is significantly higher than what other banks that offer accounts to exchanges typically experience. Lawmaker Kim has criticized the bank’s relatively extensive exposure to the cryptocurrency exchange, underscoring the importance of elevating the level of Upbit’s reserve funds held at Kbank to prepare for unforeseen losses.

news
Loading