February 20, 2024

Crypto absent again from Super Bowl ads

Anyone hoping to see crypto ads throughout this 12 months’s Super Bowl will probably be disillusioned.

FOX Business has discovered most main cryptocurrency companies will as soon as again sit on the sidelines through the greatest advertising occasion of the 12 months when the San Francisco 49ers and the Kansas City Chiefs face off in Las Vegas Sunday for Super Bowl LVIII.

Stadium holding Super Bowl

An exterior view reveals a picture of the Lombardi Trophy, staff logos and signage for Super Bowl LVIII at Allegiant Stadium Feb. 1, 2024, in Las Vegas. (Ethan Miller/Getty Images / Getty Images)

While the $1.7 trillion digital asset market is in a a lot better place than this time final 12 months through the so-called “crypto winter,” crypto firms don’t have the cash they as soon as had for promoting, and people who do imagine they will higher spend their advert {dollars} away from the highlight.


Kraken, the second-biggest crypto alternate within the U.S. isn’t taking out a Super Bowl advert. 

“The Super Bowl is a very US-centric event, and the next wave of crypto users will come from all around the world, not just the United States,” Mayur Gupta, Chief Marketing Officer at Kraken tells FOX Business. “If the last wave of crypto marketing was all about hype and FOMO (Fear of Missing Out), this current wave has to be rooted in education and awareness for the substance and true value proposition of crypto as a movement that will bring financial freedom and inclusion.”

The U.S.’s largest crypto alternate Coinbase is targeted this 12 months on directing cash to lobbying Congress for complete digital asset laws and making marketing campaign contributions to crypto-friendly politicians in Washington, D.C., forward of the 2024 elections. It is unclear whether or not the corporate, who has been a previous Super Bowl advertiser and runs TV ads steadily, will probably be featured throughout Sunday’s recreation. 

But it’s not simply the exchanges that will probably be lacking from Sunday’s advert palooza, the place tons of of hundreds of thousands will probably be spent on varied commercials for beer, vehicles and snacks. Issuers of the “spot” Bitcoin exchange-traded funds won’t be featured regardless of a handful of them launching TV commercials within the weeks main as much as the SEC’s approval of 11 new spot Bitcoin ETFs Jan. 10, FOX Business has discovered.


The headquarters of BlackRock in Manhattan, New York City. (Spencer Platt/Getty Images / Getty Images)

For occasion, BlackRock, the world’s largest asset supervisor and supplier of the iShares Bitcoin ETF, is sitting out the Super Bowl, individuals with direct data of the matter say.

Even crypto asset supervisor Grayscale, which owns $21 billion in property in its Bitcoin ETF and has launched a billboard marketing campaign in New York City subways and airports nationwide, isn’t promoting throughout Sunday’s massive recreation, sources say.

While some Bitcoin proponents may even see this as a missed alternative, it’s not shocking that Bitcoin ETF commercials will probably be absent from the Super Bowl.


According to CBS, almost all its Super Bowl advert slots had been offered out by early November, and the Bitcoin ETFs weren’t authorized by the SEC till two months later.

But macro elements are additionally at work. The business has been lower in half since its bull run in 2021 that unwound with the implosion of Sam Bankman-Fried’s FTX crypto alternate.

FTX was a outstanding advertiser through the 2022 Super Bowl when it paid $6.5 million to look alongside different business giants like Coinbase and Crypto.com. The business featured Larry David, who later confirmed that Bankman-Fried paid him $10 million to star within the 30-second advert selling FTX as “the next big thing.”

FTX logo

The FTX Arena title the place the Miami Heat basketball staff performed Nov. 12, 2022, in Miami. FTX filed for chapter the identical month.  (AP Photo/Marta Lavandier, File / AP Newsroom)

Just 9 months later, FTX descended into bankruptcy, and Bankman-Fried would get outed for spending stolen buyer funds on costly model offers just like the Super Bowl and the naming rights to the Miami Heat enviornment, for which he agreed to shell out $135 million.

Bankman-Fried has since been convicted on seven counts of fraud, conspiracy and cash laundering and awaits sentencing in March.

On prime of the FTX debacle, regulatory uncertainty remains to be very a lot prime of thoughts for a lot of crypto firms, that means authorized bills take precedent over advertising and advert campaigns.


Coinbase, for example, is locked in a contentious court battle with the Securities and Exchange Commission, which alleges the alternate is violating securities legal guidelines by working as an unregistered alternate, providing equally unregistered securities merchandise as digital property.

A southern district of New York choose will resolve whether or not the SEC can transfer ahead with its case towards Coinbase within the coming days.