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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.  

Conflict Identified as Crypto.com Trading on its Own PlatformTrading practices at Crypto.com, the Singapore-based cryptocurrency exchange, have raised questions about potential conflicts of interest within the digital assets industry.Citing a number of unnamed sources, the Financial Times (FT) made the claim in a report published on Monday.Photo by Pixabay on PexelsConflict of interestIn traditional financial markets, exchanges typically match buyers with sellers at competitive transparent prices, while market making and proprietary trading are conducted by separate private companies. However, US regulators have recently cracked down on similar activities at digital asset exchanges. Binance, the world’s largest crypto exchange, faced 13 charges from the US Securities and Exchange Commission (SEC), including allegations of manipulative trading to inflate trading volume.The presence of internal traders at Crypto.com has not been widely known since the company’s launch in 2016. The FT’s sources claim that Crypto.com executives provided sworn statements to external trading houses denying the company’s involvement in trading activities.Employees were allegedly instructed to deny the existence of an internal market-making operation. In response to inquiries, Crypto.com denied that employees were asked to lie, stating that their internal market maker functioned similarly to third-party market makers, ensuring tight spreads and efficient markets on their platform.The majority of Crypto.com’s revenue reportedly comes from its app for retail traders, where the company acts as the counterparty for transactions and operates as a broker model. The company’s trading team hedges these positions on various venues, including their own exchange, to maintain risk neutrality. Crypto.com emphasized that their exchange provides a level playing field for institutional traders.According to insiders, Crypto.com’s proprietary trading desk engages in trading activities on the company’s exchange and other platforms, solely focused on generating profits rather than facilitating an exchange. The market making desk, on the other hand, aims to enhance liquidity on the platform.Not a revenue sourceCrypto.com defended its practices by stating that comparing trading volumes to competitors is common in the industry. It said that the company’s priority is to continuously improve order book liquidity and reduce spreads, benefiting all participants. The firm told Decrypt that trading is not a source of revenue: “While we do have some market making activity, for example, we have internal market makers for our CFTC-regulated product Up/Downs in the United States.”As a private company, Crypto.com publishes accounts in different countries, but revenue breakdown by business line is not disclosed.Closure of institutional tradingFollowing the SEC’s enforcement actions, earlier this month Crypto.com announced the closure of its exchange for institutional US traders due to limited demand in the current market landscape, effective from June 21.In any marketplace transparency and fairness are crucial. It’s fair to say that there has been some level of sharp practice among some actors in the marketplace while regulators have been lacking in getting up to speed with the emergent sector, and moving to protect consumers. With the major crypto platform failures of 2022 has come renewed interest in resolving these issues. That may make for some short-term difficulty, but in the longer term, it should mean greater protections for market participants so long as a common sense approach is pursued.

Bhutan Partners With Bitdeer on Crypto Mining FundSingapore-based Bitcoin mining firm Bitdeer has entered into a partnership with the commercial arm of the Royal Government of Bhutan to jointly develop green digital asset mining operations within the Kingdom of Bhutan.Bitdeer issued a press release on Wednesday to announce the partnership. Druk Holdings and Investments (DHI) acts as the commercial arm of the Royal Government of Bhutan. It was formed pursuant to a Royal Charter in 2007 with the mandate of making investments on behalf of Bhutan while optimizing usage of resources.Driving growthAccording to the information provided, the two companies will “launch the partnership through establishing a closed-end fund with an estimated size of up to US$500 million.” The initiative will see a canvas for funding commencing at the end of this month. Bitdeer’s role in the partnership is that of a general partner while DHI will act as a strategic limited partner.Bitdeer’s Chairman, Jihan Wu, expressed his enthusiasm in gaining access to Bhutan’s zero-emissions hydropower resources through the partnership. Wu stated that the fund represents “a pathway to foster global stakeholder networks that are driving growth and innovation in the technology sector in Bhutan.”Once funding has been raised, that capital will be channeled directly into greenfield operations on the ground in Bhutan. That encompasses the construction of data centers and what the joint parties to the initiative describe as “the acquisition of cutting edge technology.”Photo by Singkham on PexelsDigital transformationUjjwal Deep Dahal, CEO of DHI, stated: “The partnership with Bitdeer to launch a carbon-free digital asset mining data center represents an investment in a more connected and sustainable domestic economy, helping ensure we are at the forefront of global innovation.”Bhutan is executing on a plan to accelerate digital transformation and economic diversification by exploiting opportunities in emerging sectors. Further evidence that this is part of a broader longer term strategy emerged recently. Dahal had told a local Bhutanese publication that DHI had been engaged in bitcoin mining on behalf of the Kingdom since bitcoin had a unit price of $5,000. In that interview, Dahal acknowledged that the involvement from the outset of its bitcoin mining activities was part of a broader, long term strategy.Bitdeer’s Asia expansionAlthough Bitdeer is Singapore-based, its operations up until this point have been focused on facilities located in Northern Europe and North America. According to this latest announcement, the bitcoin miner sees this partnership as a “crucial expansion into Asia for Bitdeer.” A shift in geographical focus may be well timed by Bitdeer as it emerged today that President Joe Biden in the United States is considering the imposition of a 30% tax on crypto mining.The bitcoin miner completed a long overdue special purpose acquisition company (SPAC) merger with Blue Safari Group last month. As part of that process, it listed on the Nasdaq. That public listing process has been a baptism of fire for the company as shortly afterwards, the company traded down 30% from the point of its initial listing.A corporate filing made by the company with the Securities and Exchange Commission (SEC) provides more detail with regard to Bitdeer’s plans in Bhutan. “We expect to generate 100 MW out of the 550 MW power supply from Bhutan, where the construction of a mining data center is expected to begin in the second quarter of 2023 and complete in the third quarter of 2023,” the filing states.