The upcoming Super Bowl in the USA, the annual playoff championship game of the National Football League (NFL), will be inundated with crypto ads as at least five crypto trading platforms and one decentralized autonomous organization (DAO) have paid up to USD 7m each to reserve a 30-second ad slot.
Bahamas-based crypto spot and derivatives exchange FTX, which inked a number of sports partnerships last year, aims to air an ad during the playoff and also give away millions of dollars in bitcoin (BTC) to four lucky viewers.
“We want to make sure that we’re painting, hopefully, a healthy image of ourselves and the industry,” said Bankman-Fried, CEO of FTX. “We’re optimistic that we’re going to be able to grow our U.S. business — a lot of that is working with U.S. regulators on bringing new products to market.”
CEO Bankman-Fried seems to believe that ads and partnerships can benefit the exchange both by bringing in more customers and also cultivating regulators’ passion for the industry.
Over the course of 2021, FTX secured the naming rights for the Miami Heat arena in a USD 210m deal, and it named US-based model and businesswoman Gisele Bündchen, American football star Tom Brady, and future NBA hall-of-famer Steph Curry as “brand ambassadors.”
Singapore-based exchange Crypto.com is another crypto trading platform slated to air an ad during the Super Bowl. Similar to its peer, Crypto.com has also spent a ton of money on sponsorships and deals. The exchange purchased the naming rights to the home arena of the Los Angeles Lakers and Clippers, and inked partnerships with Formula 1 and UFC in 2021.
Canadian-operated cryptocurrency exchange Bitbuy has also created its own Super Bowl ad, which stars American professional basketball player for the Miami Heat Kyle Lowry. “Kyle Lowry has missed over 6,000 shots in his career,” an announcer says in the ad, before encouraging people to not miss their opportunities like Lowry did and to invest in crypto.
Israeli stock and crypto brokerage company eToro is another platform expected to air an ad during the playoff, according to trade publication AdAge. On Monday, the brokerage firm released a short teaser trailer with the tag: “From Sunday, investing will never be the same.”
US-based major crypto exchange Coinbase is the latest crypto trading platform to shell out top dollars to run ads during the Super Bowl, according to The Wall Street Journal. The exchange, which went public in 2021, has largely abstained from following the footsteps of its peers in striking partnerships and deals.
Lastly, major beer brand Anheuser-Busch’s Bud Light partnered with Nouns DAO, a non-fungible token (NFT) project that generates avatars based on nouns. The duo will feature the “Noun glasses” NFTs in its Super Bowl ad. Bud Light had received a Nouns NFT in mid-January and used it as its Twitter avatar for some time.
Super Bowl LVI will be played between the National Football Conference champion Los Angeles Rams and the American Football Conference champion Cincinnati Bengals at SoFi Stadium in Los Angeles, on February 13.