On Friday, the digital currency exchange Crypto.com announced the company has inked a multi-year partnership with LeBron James and the LeBron James Family Foundation (LJFF). The crypto trading platform notes that the partnership will bolster things like “educational empowerment,” providing access to tools that help build “Web3, and the future of the internet.”
LeBron James: ‘Blockchain Technology Is Revolutionizing the World’
A number of digital asset firms have been working closely with celebrities and famous athletes in order to raise brand awareness. Crypto.com has been one of those companies as it has worked with the actor Matt Damon, it recently partnered with LA’s Angel City Football Club, and the exchange acquired the naming rights to the Los Angeles Lakers’ Staples Center and renamed it to Crypto.com Arena.
On January 28, the digital currency firm revealed it has signed a multi-year with the basketball star LeBron James and his charitable organization the LeBron James Family Foundation (LJFF). The main focus will be “educational empowerment,” the Crypto.com announcement explains. The popular American professional basketball player for the Los Angeles Lakers noted that blockchain tech is transforming society.
“Blockchain technology is revolutionizing our economy, sports and entertainment, the art world, and how we engage with one another. I want to ensure that communities like the one I come from are not left behind,” James said in a statement. “Crypto.com and I are aligned on the need to educate and support my community with the information and tools they need for inclusion. I’m looking forward to working with them to bring these opportunities to my community.”
Crypto.com is not the only crypto firm focused on getting attention by leveraging sports legends and celebrities. FTX has honed in on sports and celebrities by acquiring the naming rights to the Miami Heat’s arena in Florida, and collaborating with seven-time Super Bowl champion Tom Brady and his supermodel wife Gisele Bündchen. A few other crypto firms have made these types of partnerships as well, like the digital asset manager Grayscale Investments, when it partnered with the New York Giants.
In the announcement with LJFF and LeBron James, Crypto.com says it plans to showcase the benefits of cryptocurrency where things are “fair and equitable and the potential rewards of the technology are owned by builders, creators and users alike.” Kris Marszalek, Co-Founder and CEO of Crypto.com says that LJFF’s goals align with this vision.
“LeBron James and his foundation have been pioneers in truly transforming the lives of those in his community through education and our partnership is based on a true alignment of values,” said Kris Marszalek, the co-founder and CEO of Crypto.com. “We couldn’t be more proud to join LJFF in providing opportunities to increase educational and workforce development while delivering the tools and access that will empower the next generation to build a better and more inclusive future.”
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