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  • Writer's pictureTeresa Pace

Crypto.com asserts that its substantial investments in Formula 1 and UFC partnerships are yielding positive results as its user base continues to grow



Crypto.com has capitalized on significant advertising partnerships with Formula 1 and the UFC, effectively engaging wide-ranging audiences and propelling its expansion. Through lucrative sponsorship arrangements, Crypto.com has positioned itself prominently within the Formula 1 (F1) and Ultimate Fighting Championship (UFC) communities, contributing to the growth of the cryptocurrency exchange.

In an extensive discussion with Cointelegraph on February 9, Eric Anziani, President and Chief Operating Officer of Crypto.com, shed light on the company's notable advertising campaigns with F1 and the UFC, along with its naming rights agreement for the Crypto.com Arena in downtown Los Angeles.

"We've been fortunate to secure these remarkable partnerships with F1, the UFC, and collaborating in LA with the Crypto.com Arena and AEG," Anziani remarked.

According to surveys conducted by the exchange, there is significant global awareness and brand recognition among retail cryptocurrency users, which Anziani attributes to the strategic investments made in advertising and partnerships.

"For a brand to establish itself in just a few years is immensely challenging. Sustaining top-of-mind awareness among users is equally daunting, and I believe these investments have yielded tangible results," Anziani stated.

Crypto.com has reached millions of fans through its partnerships, with ESPN estimating an average viewership of 1.11 million per race during the 2023 Formula 1 season in the United States alone. Additionally, F1's global viewership surpassed one billion people throughout the 2022 race calendar.

Similarly, the UFC boasts a sizable global audience, with some of its marquee matchups, such as Khabib Nurmagomedov vs. Conor McGregor, selling 2.4 million pay-per-view tickets. Crypto.com's logo prominently displayed in UFC octagons underscores its significant presence in one of the world's fastest-growing sports.

"We've witnessed numerous activations with these brands, integrating and remaining relevant to both fans and participants. These partnerships have been instrumental in introducing people to the crypto space," Anziani added.

These partnerships have undoubtedly contributed to Crypto.com's expanding user base, which was estimated at 80 million in 2023 and is now approaching 100 million in 2024, according to Anziani.

As Crypto.com's footprint expands, it aims to provide specialized services to high-volume, high-net-worth traders. The launch of Crypto.com Prime in February 2024, an exclusive program requiring a $1 million deposit for membership activation, underscores this commitment.

Anziani emphasized the importance of compliance and security as fundamental considerations for users across various exchange platforms. He highlighted the significance of trust and safety alongside convenient access and competitive fees as key factors influencing users' choice of exchange.

Crypto.com is among several cryptocurrency exchanges and businesses leveraging the expansive reach of major sports codes, with examples such as OKX sponsoring English Premier League team Manchester City and F1 racing team McLaren, and cryptocurrency betting platform Stake securing naming rights with the Sauber F1 team.

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