Sponsor insights

Partnership Reports

FTX’s Fall Presents Prime Endorsement Opportunities

November 17, 2022

For those curious about the recent news regarding FTX’s fall from grace and its potential impact on Crypto sponsorships, here's a real-time breakout of the total crypto sponsorship market.

SponsorUnited tracked 311 crypto brands with sponsorships worldwide, of which FTX had an 11% share of total deals.

A few other insights:

  • 7% of crypto brands have more than 5 sponsorship deals, dominated by the top 10 in the graphic below. Meanwhile, 74% of brands have just 1 deal.
  • Despite the high profile partnerships, 79% of major pro sports teams in the NBA/NFL/MLB/MLS/MLB do NOT have a crypto sponsorship deal.
  • Of the 21% of deals done in those leagues, the most frequently purchased assets were:

1) Social media posts

2) TV-visible signage

3) IP Rights/use of marks

4) Event content/activation

FTX inked over 80 high-profile sponsorships over the last year, including a venue naming rights deal with the Miami Heat, as well as the first-ever umpire patch in Major League Baseball. With the recent news of the company’s stunning implosion, many properties will start searching for a replacement sponsor for some of the high-level assets mentioned above. Besides the teams and leagues that inked deals with FTX, a slew of star athletes also partnered with the cryptocurrency platform–including Stephen Curry, Tom Brady, Shohei Ohtani, and Shaquille O’Neal–and were featured in FTX-produced commercials and campaigns.

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