The price of a 30-second Super Bowl ad slot has risen steadily from $5.5 million last year to $7 million this year, yet brands continue to vie for these coveted exposure opportunities. Among the sponsors are familiar century-old names like Budweiser and Pepsi, alongside newcomers representing technological shifts—from internet companies to electric vehicles and now the metaverse.
A New Era Dawns: The "Crypto Bowl"
This year's Super Bowl marks a historic moment as multiple cryptocurrency companies—including Crypto.com, FTX, and Coinbase—make their debut in the event's marketing arena. Dubbed the "Crypto Bowl," this year's spectacle echoes the 2000 "Dot-Com Super Bowl," where 14 internet companies dominated the ad space.
Cryptocurrency Companies' Marketing Strategies
- Crypto.com: Leveraged star power with NBA legend LeBron James and actor Matt Damon to narrate its brand story. Their controversial slogan "Fortune favors the brave" sparked debates but aimed to position crypto as the next frontier of human exploration.
- FTX: Opted for humor with comedian Larry David, who skeptically critiques historical innovations (like the wheel) before dismissing FTX—only to end with the tagline "Don’t be like Larry." The ad cleverly encouraged openness to crypto while offering Bitcoin giveaways tied to airtimes.
- Coinbase: Went minimalist with a bouncing QR code during its 60-second ad, driving massive traffic to its platform (and briefly crashing it). Each user who scanned the code received $15 in Bitcoin, effectively onboarding newcomers.
- Binance: Skipped the Super Bowl but launched a pre-game Twitter campaign urging users to "Trust Yourself" and research before investing. Partnering with athletes and musicians, Binance emphasized education over hype, distributing limited-edition NFTs as part of its strategy.
The Sports Marketing Playbook
Cryptocurrency firms have aggressively targeted sports sponsorships to build legitimacy:
- Crypto.com: Spent $700 million on naming rights for LA's Staples Center and partnered with Formula 1.
- FTX: Secured deals with NBA teams and athletes like Stephen Curry, plus naming rights for Miami Heat’s arena ($135 million).
- Coinbase: Teamed up with the NBA and Kevin Durant.
Industry Insight: Cryptocurrency ad spending on TV surged to $113 million since 2020, with Crypto.com accounting for over half.
Challenges and Controversies
Despite growth, hurdles remain:
- Trust Gap: Only 16% of U.S. adults have traded crypto, per Pew Research. Scams rose 1000% in 2021, fueling skepticism.
- Ad Restrictions: Platforms like Facebook and Google initially banned crypto ads but now require regulatory licenses for approval.
👉 Explore crypto trading platforms
FAQs
Q: Why are crypto companies investing heavily in Super Bowl ads?
A: To mainstream their brands and counter skepticism by associating with trusted events.
Q: How effective are these ads?
A: Coinbase’s QR code ad drove record traffic, while FTX’s humor resonated widely—but long-term impact depends on sustained trust-building.
Q: What’s next for crypto marketing?
A: Expect more sports partnerships and educational campaigns as the industry matures.
Conclusion
Like the dot-com boom, crypto’s Super Bowl splash may face scrutiny, but its cultural footprint is undeniable. With NFTs and metaverse integrations also gaining traction, these ads signal a broader digital transformation—one that’s just beginning to unfold.