Crypto.com, the international cryptocurrency platform, has bought rights to its first-ever commercial advertising slot at the iconic American football Super Bowl in 2022, it has been reported.
According to the Wall Street Journal (WSJ), Crypto.com has secured a slot for Super Bowl LVI, which will take place in Inglewood, California, on February 13.
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Last year, the Super Bowl drew in 96.4 million TV viewers through its domestic coverage and, this year, media rights partner NBCUniversal has reportedly been seeking around $6.5 million from brands interested in purchasing 30 seconds of ad time.
Crypto.com's move follows that of fellow crypto platform FTX, which announced in October that it had secured a Super Bowl ad slot.
Steven Kalifowitz, chief marketing officer at Crypto.com, is quoted by the WSJ as saying: “There’s a lot of people saying crypto is a fad, just the way they said the internet was a fad … Crypto is really the basis of the next version of the internet.
“Crypto genuinely is for everybody … Going into different sports just allows us to reach everybody where they are. Super Bowl is just one more step into that, where it’s as mass [engagement] as you get.”
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By GlobalDataThe move is another sign of Crypto.com's efforts to gain market share in North America.
Last month, the platform agreed to a 20-year naming rights deal for Los Angeles' iconic Staples Center worth a reported $700 million.
The deal, agreed with the arena’s owner-operator AEG, the US sports and entertainment company and brokered by the AEG Global Partnerships subsidiary, will see the venue become the Crypto.com Arena when it takes effect from 25 December.
The $700-million agreement is believed to be the biggest US venue naming rights deal to date.
In addition, Crypto.com will become an official cryptocurrency platform partner of the Los Angeles Lakers, of North American basketball’s NBA, and the LA Kings, of ice hockey’s NHL, both of which call the 20,000-seat arena home, along with the NBA’s LA Clippers and the WNBA’s Los Angeles Sparks.
Earlier this week, meanwhile, Crypto.com was named as a founding partner of Angel City FC, the expansion franchise that is set to join the US National Women’s Soccer League.
Through the agreement, Crypto.com becomes the official cryptocurrency and NFT partner of the Los Angeles-based team.
Crypto.com has claimed the deal makes it the first major cryptocurrency platform to partner with a women’s professional sports team.
