Crypto advertising has been plastered across every available sporting surface since the bull run of 2021, from stadium naming deals and team’s playing kits to Formula One racing car liveries. But in the current bearish market conditions, it seems hard to calculate a return on the ubiquitous spending of 2021’s crazy big advertising.
In Australia, where I’m based, there was a sharp uptick in crypto firms spending big on ads and sponsorship deals in the Australian Football League in 2021–2022. While it may make sense for a local crypto exchange, why would a global project spend big dollars on a sport that isn’t even the major football code in every state, given some of the bigger states prefer the National Rugby League?
Take, for example, the Staples Center in downtown Los Angeles, home of the National Basketball Association’s Lakers and Clippers, the National Hockey League’s Kings and the Women’s National Basketball Association’s Sparks. It got a new name on Christmas Day 2021 — Crypto.com Arena — for a reported $700-million dollar deal.



