Like the Consumer Electronics and Technology categories, Crypto has found itself intertwined with Esports through partnership deals. Since the headline-making deal between TSM and FTX, which included naming rights and a price tag of $210m, Crypto brands have continued to find new and innovative ways to capitalize on the Esports audiences propensity towards digital literacy; a driving factor in the adoption of the category.
As a new and emerging technology, the primary focus of most Cryptocurrency brands is maximizing exposure opportunities and to demonstrate the long-term significance of crypto adoption. This is reflected in the most commonly bought assets across the category. Social media content, jersey signage, and naming rights deals for properties & events have been key in increasing brand awareness and visibility.
As Cryptocurrencies find additional traction in the mainstream media, expect to see even more partnerships with Esports teams and influencers. The category’s connection to Web3 will also allow both parties to leverage activations such as NFTs, the Metaverse, and other gaming platforms that utilize blockchain technology like Tribe Gaming and Heroes of Mavia or Misfits Gaming and Block Born.