blockworks.co
LeBron James and Crypto.com have teamed up, the Akron Beacon Journal reported Friday, in a move designed to teach kids about crypto technology and the ways it could impact their lives.
The roughly 1,600 children at the four-time NBA champion’s I Promise School will learn about crypto and career fields related to the space from experts provided by Crypto.com. The education initiatives will extend to the students’ families.
“Blockchain technology is revolutionizing our economy, sports and entertainment, the art world, and how we engage with one another,” James told the Akron newspaper. “I want to ensure that communities like the one I come from are not left behind.”
The deal follows Crypto.com’s purchase of the the naming rights to the Staples Center in Los Angeles in November as part of a 20-year, $700 million deal. The venue — home of the NBA’s Lakers and Clippers, the NHL’s Kings and the WNBA’s Sparks — was renamed Crypto.com Arena on Dec. 25.
The company also made a big marketing splash when it began airing a television spot starring Matt Damon in October.
After the crypto exchange set out to build its brand awareness last year the company is focusing more on educating users and telling stories in 2022, Chief Marketing Officer Steven Kalifowitz told Blockworks in December.
Crypto.com is not the only company in the space attracting star athletes. Crypto derivatives exchange FTX has partnered with Tom Brady, Stephen Curry and Shohei Ohtani, among others.
Voyager Digital, which intends to produce more video content and build partnerships outside of the sports world this year, partnered with Rob Gronkowksi last September.
The Wall Street Journal reported that Crypto.com and FTX will advertise during the Super Bowl, which is scheduled for Feb. 13.
An FTX spokesperson declined to comment on the company’s plans around the game. A representative for Crypto.com did not immediately return Blockworks’ request for comment.