The digital currency company Crypto.com announced on January 28 that it has secured a multi-year deal with basketball star LeBron James and his philanthropic foundation, the LeBron James Family Foundation (LJFF). LeBron James is a basketball player for the Los Angeles Lakers. He views blockchain as a driving factor behind change in society.
The major objective of the partnership will be educational empowerment that will offer access to technologies that aid in the development of “Web3, and the internet’s future.
In order to enhance brand exposure, various digital asset companies are partnering with celebrities and well-known athletes. Crypto.com is one of these firms, having collaborated with actor Matt Damon, partnered with LA’s Angel City Football Club. The naming rights to the Staples Center, home of the Los Angeles Lakers, were also purchased by Crypto.com. It was renamed as Crypto.com Arena.
Crypto.com isn’t the only cryptocurrency company attempting to gain popularity by partnering with sports stars and celebrities. Other crypto organisations, such as digital asset management Grayscale Investments, which teamed with the New York Giants, have established similar deals. Earlier, naming rights sponsors of Australian Blockchain Week 2022 were bought by FTX Trading Limited (FTX). Blockchain Australia is Australia’s premier industry network, gathering up enterprise, scholars, and government to discuss the prospects of blockchain technology.