Crypto Giants Sit Out Second Super Bowl, No Show on Ads

• Crypto firms pass on advertising Super Bowls again. 
• This is the second year crypto firms have stayed clear of the Super Bowl spotlight.
• While crypto giants choose to sit out the big game, crypto ads are gradually resurfacing on major platforms.

Countdown to the Super Bowl LVIII, the biggest sports event of the year, nears. Everyone, including celebrities, athletes, businessmen, and fans, is expected to be in the stands except for one– the crypto industry, which is skipping Super Bowl ads yet again.

Crypto Giants Stay Clear of Super Bowl Spotlight

Crypto giants have been silent since the infamous 2022 Super Bowl , which many dubbed as the ‘The Crypto Bowl’ in the wake of the crypto ads flooding the screens. The dramatic reversal from the crypto-heavy ads came on the heels of controversy following the fiasco fueled by contagions like FTX , Terra Luna , and Genesis. 

Now, in 2024, the silence continues as crypto firms opt out of advertising during one of the country’s biggest market opportunities, slated for Sunday, February 11. 

Even prominent players like Kraken, the second-largest exchange in the country, are staying clear of the Super Bowl spotlight, citing the event’s American-centric focus conflicting with their global strategies. 

Additionally, Bitcoin Spot ETF issuers such as BlackRock, Grayscale, and Fidelity are sitting out the big game since the ad slots sold out months in advance, long before the recent spot ETF approvals.

While the crypto giants choose to sit on the sidelines this Super Bowl, crypto ads are gradually resurfacing on major platforms like Google, hinting at a shift in marketing strategies.

Crypto Ads Make Gradual Comeback

Following the monumental approval of Bitcoin ETFs last month , Google recently softened its stance on promoting the asset class, permitting crypto ads from Bitcoin ETF issuers.

On January 29, Google debuted the first set of promotional Bitcoin ETF ads from issuers BlackRock and VanEck, signaling the end of its longstanding ban on crypto-related promotions.

This shift in policy aligns with Google’s recent revisions, allowing US-based entities and advertisers to promote ‘cryptocurrency coin trusts’ on its platform, provided they comply with regulatory requirements.

As the crypto market moves beyond previous controversies and gains acceptance from governments and regulators, the stage could be set for crypto ads to return during the next Super Bowl.

On the Flipside

• BlackRock, VanEck, and Fidelity have all aired ads for their Bitcoin ETF .
• Comedian Larry David, who appeared alongside SBF’s father in a 2022 Super Bowl ad, expressed regret over his participation .
• Several celebrities who previously endorsed FTX in Super Bowl ads, including football legend Tom Brady, face a class-action lawsuit alleging improper profit from FTX. 
• The only crypto ad featured in last year’s Super Bowl was from Limit Break , a Web3 gaming company. The ad showcased a QR code allowing viewers to claim a DigiDaigaku Dragon Egg NFT.

Why This Matters

Despite its American-centric reach, the Super Bowl is one of the biggest marketing opportunities in the world, airing to 100 million live viewers. Crypto firms sitting out is a major opportunity missed for the industry. 

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