Crypto.com has discovered itself on the entrance and heart of main fan bases on the earth of Method 1 (F1) and the Final Combating Championship (UFC) via profitable sponsorship offers which have helped drive the cryptocurrency trade’s progress.
Chatting with Cointelegraph in a wide-ranging interview on Feb. 9, Crypto.com president and chief working officer Eric Anziani opened up in regards to the firm’s high-profile promoting campaigns with F1 and the UFC, in addition to its naming rights deal for the Crypto.com Enviornment in downtown Los Angeles:
“We’ve been lucky to seek out these wonderful companions. F1, the UFC, working in LA with the Crypto.com Enviornment and AEG.”
Anziani notes that market surveys carried out by the trade point out its world consciousness ranks extremely by way of model recognition from a retail cryptocurrency consumer perspective.
“For a model to be inbuilt simply a few years may be very troublesome and really difficult to keep up. Staying high of thoughts for customers may be very difficult, and I believe these investments have clearly paid off,” Anziani mentioned.
Crypto reaching thousands and thousands of followers
ESPN estimates that the 2023 Method 1 season noticed a mean of 1.11 million viewers per race in the USA alone. In the meantime, F1’s viewership figures from 2022 present that the game attracts a viewership of a couple of billion individuals over a whole race calendar.
The UFC additionally caters to a world viewers, with battle nights over the previous two years pulling comparable viewers numbers to a single F1 race. Among the sport’s greatest fights, together with Khabib Nurmagomedov vs. Conor McGregor, offered 2.4 million pay-per-view tickets.
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Crypto.com’s brand options prominently on the ground and cage padding of UFC octagons, commanding prime promoting actual property in what has been labeled as one of many world’s fastest-growing sports activities.
“We’ve additionally seen plenty of activations with these manufacturers being built-in, being related to the followers and the individuals. It has been large by way of with the ability to convey individuals into the area via these partnerships,” Anziani mentioned.
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The partnerships have performed their half in Crypto.com’s rising consumer base. Earlier estimates pinned these trade’s consumer numbers at 80 million in 2023. Anziani informed Cointelegraph that the trade is approaching 100 million customers in 2024.
What units crypto exchanges aside?
As its footprint grows, Anziani mentioned the trade can be seeking to present specialist companies to high-volume, high-net-worth merchants. The corporate launched Crypto.com Prime in February 2024, an invite-only program requiring a $1 million deposit to activate its membership.
“After I wish to do a big commerce, a block commerce, I want tremendous low charges, I want deep liquidity. So we aggregated all of the books and gave them two foundation factors,” Anziani explains.
This system contains institutional-grade custody, $1 million account safety and uncapped fiat transfers. The chief working officer provides that the service additionally contains particular person account managers for high-net-worth merchants accumulating wealth and serious about inheritance and tax implications.
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Cointelegraph requested Anziani what units exchanges aside relating to enterprise fashions and choices as extra of the worldwide inhabitants positive factors publicity to cryptocurrencies. The exec supplied three separate concerns that appear to drive consumer’s alternative of trade platforms:
“It’s an excellent query however a fancy one. To start with, no matter your profile, as a consumer, you need a spot the place you already know your funds are secure, and you should additionally belief the platform.”
Anziani says different customers are extra centered on handy entry to cryptocurrency, whether or not shortly shifting funds out and in of a service or shopping for a token with “two faucets of a button.” In the meantime, high-value, high-volume merchants will search for utility programming interface, or API, connectivity and trade liquidity whereas charges play an even bigger position.
“I believe the muse of compliance and safety is what everyone is on the lookout for as a place to begin,” Anziani added, highlighting this can be a important start line within the wake of ecosystem failures like FTX.
Crypto.com is amongst a number of cryptocurrency exchanges and companies which have regarded to leverage the worldwide audiences reached by main sports activities codes. OKX is a distinguished sponsor of English Premier League outfit Manchester Metropolis and F1 racing workforce McLaren. Cryptocurrency betting platform Stake joined the F1 celebration in 2024, securing a two-year naming rights take care of the Sauber F1 workforce.
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