In a bid to gain a foothold in the wider American culture, a bevy of cryptocurrency companies have shelled out the reported $6.5 million to run a 30-second ad during Super Bowl LVI on February 13.
Here’s a quick viewing guide:
Bahamas-based crypto spot and derivatives exchange FTX is perhaps the company most responsible for creating the crypto sports playbook. Early last year, it secured the naming rights for the Miami Heat arena, then went on a sponsorship spree. It now counts seven-time Super Bowl champion Tom Brady, future NBA hall of famer Steph Curry, and two-way MLB phenom Shohei Ohtani as “brand ambassadors.”
In September 2021, FTX rolled out a commercial starring Brady and supermodel wife Giselle Bundchen. For Sunday, it’s lining up something new—in conjunction with a Bitcoin giveaway to four viewers; it’s giving out an amount of BTC based on when the ad airs. A 10:23 Eastern commercial would mean 10.23 BTC, for example.
Singapore-based exchange Crypto.com has also gone after international sports fans, purchasing the naming rights to the home arena of the Los Angeles Lakers and Clippers and sponsoring Formula 1 and UFC.
It then tagged Matt Damon—star of “Good Will Hunting,” “The Martian,” and “South Park” parodies—to tell people “Fortune favors the brave” in a commercial that compares crypto investing to space exploration.
Maybe Ben Affleck will show.
The Grey Cup, the Canadian Football League’s annual championship, attracts around 4 million viewers each year. That’s not bad, but more than twice as many Canucks actually watch the country’s telecast of the NFL’s championship.
Which is why Canadian exchange Bitbuy is releasing its own Super Bowl ad, which stars former Toronto Raptors (and current Miami Heat) star Kyle Lowry. “Kyle Lowry has missed over 6,000 shots in his career,” an announcer says, before exhorting people to invest. “Don’t be like Kyle and miss your opportunity.”
Unlike many crypto firms, eToro has long deployed a TV advertising strategy. The crypto and stock trading platform, set to go public this year, is reportedly getting into the (Chex) mix, per trade publication AdAge. This week, it released a five-second teaser trailer with the tag, “From Sunday, investing will never be the same.”
Coinbase is the latest cryptocurrency firm to get skin in the game. The U.S. based exchange will reportedly air a commercial during the big game, according to The Wall Street Journal. Though it went public last year, it has yet to introduce itself to the broader market.
It’s also partnered up with Rolling Stone for the music and culture magazine’s NFT drop, set to come out during the Rolling Stone Live concert in Los Angeles on Super Bowl weekend.
Nouns DAO and Bud Light
No, Anheuser Busch is not making Bud Litecoin. But its marketing game has been drifting toward Web3. Bud Light recently changed its profile pic on Twitter to an NFT after Nouns DAO gifted the beverage maker with a digital asset. And yesterday, after weeks of speculation, it released its Super Bowl ad, which features a scene in which the project’s signature “Noun glasses” are placed atop a painting.