Another step for cryptocurrencies: they will be announced for the first time during the Super Bowl

The world of cryptocurrencies is becoming more and more established in our lives, and there are more and more authorized voices that surrender to these digital currencies, such as those of BlackRock, the largest manager in the world, or Lloyd Blankfein, former CEO of Goldman Sachs, saying that “its ecosystem has matured in the last year”.

This Sunday will not be an ordinary Sunday for the ‘crypto’ world, since for the first time cryptocurrency ads will be broadcast during the Super Bowl, which will face Los Cincinnati Bengals and Los Angeles Rams. Accustomed to seeing advertisements for Budweiser, Coca-Cola, Pepsi, Taco Bell or Doritos, this year advertisements for firms such as FTX or Crypto.com will also have their television space.

These cryptocurrency exchange companies have paid millions to ‘put the leg’ during the Super Bowl. So much so that, according to NBCthe chain that will broadcast the final, the 30-second ads cost more than 7 million dollars, which represents an increase of 20% compared to 2018. A record, since the most that has been paid has been 6 million.

This year’s Super Bowl will undoubtedly be one of the most important for advertising companies. According to information from NBC, this year’s list of advertisers will have 30 new entrants representing 40% of the total. That’s up from 22 first-time advertisers from 2021 and 7 from 2020 and 2019, respectively.

With an estimated audience of nearly 100 million people, the Super Bowl is arguably the biggest event to deliver a message. That’s what Sam Bankman thinks, co-founder of FTX, who has managed to sign sponsorship deals with athletes such as Tom Brady or Stephen Curry. Something similar happens to Crypto.com, which signed with the UFC or for the naming rights of the pavilion where the Los Angeles Lakers play their NBA games.

Cryptocurrencies have been around for several years, but it is only now that cryptocurrency exchanges have realized that there is no better combination than the one formed by cryptocurrencies and sports. “The idea that you can win by investing in crypto probably aligns perfectly with this sporting event,” explains Tim Calkins, professor of marketing at Northwestern’s Kellogg School of Management.