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 09, 2023

Blockchain.com Secures License to Expand Operations in Singapore

Blockchain.com Secures License to Expand Operations in SingaporeBlockchain.com, the London-headquartered crypto financial services company, has achieved a significant milestone by obtaining a payment license in Singapore.Photo by Mike Enerio on UnsplashAsian expansionThe move signifies the platform’s expansion not only within Asia but also on a global scale. In a press release issued on Monday, Blockchain.com proudly announced its acquisition of a major payment institution (MPI) license from the Monetary Authority of Singapore (MAS) on August 1.The development follows an in-principle approval granted to Blockchain.com by the Singaporean central bank back in September 2022. With the newly acquired MPI license, the platform is now authorized to provide “digital payment token” (DPT) services to both institutional clients and investors in Singapore.Removal of transaction volume limitsUnder the regulatory framework of MAS’s Payment Service Act, the license grants Blockchain.com the authority to operate as a platform facilitating the exchange of various DPTs while also conducting DPT transactions themselves. An interesting facet of the license is that it liberates the crypto exchange from certain transaction volume limitations set within Singapore, as outlined on MAS’s official website.Expressing enthusiasm about this accomplishment, the Co-Founder and CEO of Blockchain.com, Peter Smith, lauded the crypto-friendly environment in Singapore. Smith commended the Monetary Authority of Singapore for its transparent regulatory process, on the basis that it strikes a balance between overseeing the crypto industry and fostering innovation. He stated:“We are thrilled to receive this license that will allow Blockchain.com to bring our industry-leading products and services to Singapore. We commend the Monetary Authority of Singapore on its transparent regulatory process that prioritizes crypto industry oversight while allowing innovation to thrive.”Over a decade in operationHaving been established in 2011, Blockchain.com boasts a reputable standing as one of the crypto industry’s pioneers. It’s most well known for its Bitcoin blockchain explorer and its wallet service. With a user base of 87 million active wallets and 37 million verified customers, the exchange business claims that it accounts for a large chunk of all Bitcoin network transactions.Singapore, heralded for its emergence as a crypto hub, has welcomed other crypto entities holding Major Payment Institution (MPI) licenses, including prominent stablecoin issuers Circle and Paxos. The city-state has drawn a significant influx of crypto businesses in recent years, supported by its well-defined regulatory framework and the government’s commitment to nurturing the burgeoning crypto landscape within its borders.Fostering Web3 innovationMAS has demonstrated that it is aligning itself with a dedication to fostering innovation, with its recently announced plans to allocate $112 million over a span of three years for the development of cutting-edge financial technologies. This initiative will encompass fintech solutions grounded in Web3 principles.Nevertheless, Singapore remains cautious about the potential risks associated with the crypto space. In July, MAS directed all crypto businesses within its jurisdiction to transfer user assets to statutory trust accounts before the end of 2023. This precautionary measure is likely to be a reaction to crypto failures such as that of crypto-lender Hodlnaut and crypto exchange FTX, which affected Singaporeans disproportionately. It aims to minimize the risk of asset loss or misappropriation.MAS also has moved to permit crypto firms to offer staking and lending services solely to institutional clients, imposing a ban on the retail market for these services.

news
Policy & Regulation·

Jan 02, 2024

Singapore Prime Minister issues warning on AI-generated crypto scam

In a recent announcement on Facebook, Singapore Prime Minister Lee Hsien Loong has raised alarm bells about a new form of cyber scam that exploits deep-fake technology. Deep-fake technologyThe Prime Minister highlighted the emergence of deceptive videos utilizing artificial intelligence (AI) to create false portrayals of him endorsing cryptocurrency scams. This development underscores the escalating sophistication of online scams and the deployment of advanced technology to mislead the public. Deep-fake technology has emerged as a powerful tool for scammers, enabling them to manipulate genuine footage to produce highly convincing yet entirely fabricated content. In the latest incident, a deep-fake video features Prime Minister Lee Hsien Loong endorsing a nonexistent crypto investment platform purportedly associated with entrepreneur Elon Musk. This video, a manipulated version of an interview on CGTN, showcases the concerning level of realism achievable with deep-fake technology. The incident emphasizes the growing trend of utilizing AI in perpetrating scams. Prime Minister Lee underscored the deceptive nature of these videos, articulating the potential damage they could inflict by leading unsuspecting individuals to invest in fraudulent schemes. The Singaporean government maintains a vigilant stance on such scams, consistently urging citizens to exercise caution and verify information from official sources.Photo by Guo Xin Goh on UnsplashPrevious issuesThe exploitation of public figures in financial scams is not a new phenomenon. Prime Minister Lee has been a recurrent target of such scams, dating back to 2018. At that time, the government issued public warnings about Bitcoin investment scams falsely claiming the Prime Minister’s endorsement. More recently, in July, another fake video featuring Lee Hsien Loong surfaced, prompting renewed public warnings. In 2021, the Prime Minister’s name and photograph were used without his consent in an effort to sell cryptocurrency. The data was taken from his X (formerly Twitter) profile. At the time, Lee wrote:“The site’s creators are anonymous, but I have sent an open tweet out to ask that my name and photo be removed from the site immediately, as I have nothing to do with the platform. I urge everyone to remain vigilant when dealing with cryptocurrency platforms.” That was a much less sophisticated identity-related scam. More often than not, scammers and fraudsters tend to be early adopters of technology. That’s proving to be the case with the use of deep-fakes in this instance. A need for cautionAs he did in 2021, Prime Minister Lee has urged the public to exercise caution in light of this more recent incident. He advises against responding to scams promising guaranteed investment returns or giveaways. There’s every sign that the Prime Minister’s warning is warranted. In September it emerged that six Singaporeans lost more than $100,000 when a scammer tricked them into buying tokens on a cryptocurrency trading platform. More recently, five Americans were conned out of $10 million in a scam that involved a spoofed domain of the former Singapore International Monetary Exchange (Simex). This call for public vigilance is part of a broader government effort to address the surge in cyber fraud. These repeated incidents underscore the challenges posed by digital technologies in spreading misinformation and financial fraud.   

news
Policy & Regulation·

Jul 13, 2023

South Korean Job Seekers to Benefit from Digital Badges for License Credentials

South Korean Job Seekers to Benefit from Digital Badges for License CredentialsSouth Korean job seekers will soon be able to enjoy the convenience of proving their license credentials with digital badges based on non-fungible tokens (NFTs).The South Korean Ministry of Employment and Labor has announced that its affiliate, the Human Resources Development Service of Korea (HRDK), plans to create a mobile application that supports virtual asset wallets. These wallets will allow citizens to conveniently store their HRDK-issued licenses in the form of digital badges.Photo by Gül Işık on PexelsNFT-based digital badgesThese digital badges, which are based on NFTs, will also serve as proof of certification for HRDK’s education and training courses. Decentralized identifiers (DIDs) based on blockchain technology will prevent forgery and counterfeiting and improve personal information protection. The incorporation of gaming elements within NFTs is expected to motivate citizens to engage in continuous learning.Chosen as this year’s state-led blockchain initiative last December, the digital badge project is supported by the Ministry of Science and ICT (MSIT) and the Korea Internet and Security Agency (KISA). HRDK aims to complete the transformation of its 18.5 million issued licenses into digital badges by the end of this year. The project also involves digitizing vocational training certificates issued by the Korea Employment Information Services (KEIS), which has an average annual issuance of 3.6 million certificates. Access to these badges will also be facilitated through not only state-managed mobile ID wallets but also private platform wallets.In the context of employment and career management, individuals have traditionally received paper certificates and had to deliver them to relevant organizations. This process often involved inconvenience, as it required in-person visits, mailing, or scanning. Moreover, individuals faced the hassle of repeatedly obtaining the same certificate due to expiration dates and storage concerns.Seamless certificate managementWith the introduction of the digital badge service, users will be able to download a mobile application on their smart devices. This app will enable them to access their national certificates, allowing them to view their qualification and training completion information at any time. Additionally, users will gain the convenience of instantly submitting or verifying their certificates remotely through their mobile devices whenever necessary.HRDK will further enhance its services through strategic partnerships with credentialing organizations from both the public and private sectors.Kim Young-joong, the Acting President of HRDK, emphasized the significance of national licenses and training certificates as objective measures of individuals’ performance and skills, underscoring their importance in the employment landscape. He further expressed HRDK’s commitment to ensuring customer satisfaction by leveraging cutting-edge technology and efficient data management practices to drive innovation in public services.

news
Loading