Sam spends hundreds of millions to buy name recognition and political influence for FTX in the U.S. — and suddenly his upstart crypto exchange is everywhere, from the Miami Heat’s arena to the halls of Congress. Football stars, models, and TV personalities endorse the FTX brand. It’s part of Sam’s plan to pitch himself as the squeaky-clean face of American crypto, in contrast to the Chinese-Canadian CZ, whom Sam paints as a foreign spy. But Sam’s got a secret. 

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