Crypto.com to air first Super Bowl ad amid marketing blitz

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Singapore-based cryptocurrency platform Crypto.com will launch its first Super Bowl ad in February as it seeks to become a household name.

This is the latest in a series of moves by Crypto.com to get its name on the map. Last month, the company agreed to pay $ 700 million for a 20-year deal giving it naming rights to Staples Center in Los Angeles, which will become the Crypto.com Arena on Saturday. He announced on Tuesday that he would sponsor Los Angeles-based women’s football team Angel City Football Club. And he brought in actor Matt Damon for an ad that came out in October.

As the announcer of NBC’s Super Bowl that aired on February 13, five-year-old Crypto.com will appear alongside marketers including shopping rewards platform Rakuten Rewards, sportsbook operator DraftKings. Inc., Avocados From Mexico and Intuit Inc. TurboTax.

The FTX cryptocurrency exchange will also make its first in-game advertising appearance after putting a lot of effort into naming rights and ad campaigns.

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NBCUniversal, part of Comcast Corp., requested at least $ 6.5 million for 30 seconds of in-game advertising time, compared to $ 5.5 million for the CBS TV show in 2021.

A big part of Crypto.com’s strategy with its wide-ranging moves, according to Steven Kalifowitz, the company’s chief marketing officer, is to show that this is not a passing trend and that one should be trusted. his products.

“A lot of people say crypto is a fad, just like they said the internet is a fad,” Mr. Kalifowitz said. “Crypto is really the basis of the next version of the Internet.”

The company’s various marketing efforts around Formula 1 auto racing, the Ultimate Fighting Championship and professional basketball are designed to reach different groups of people, he added.

“Crypto is really for everyone…” Mr. Kalifowitz said. “Playing different sports just allows me to reach everyone where they are. The Super Bowl is just one more step in that, where it’s as massive as it gets. “

Crypto.com chief executive Kris Marszalek told the Wall Street Journal in a recent interview that executives want the company to become one of the top 20 mainstream brands over the next three to five years, among which Nike Inc. and Apple Inc.

The recent rise in the value of Shiba Inu Coin and the ensuing drop in value is part of a growing trend for coins even rivaling some of the largest digital tokens in the world. WSJ retail investment reporter Caitlin McCabe explains why investors are investing money in this memes-based cryptocurrency. Photo: Amber Bragdon / Getty Images

Write to Megan Graham at [email protected]

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