Crypto.com has been one of the biggest spenders in the sports sponsorship market over the last three years, putting its brand to properties including FIFA World Cup, F1 and the Aston Martin team, UFC, Australia Football League and the naming rights to the Staples Centre in Los Angeles among many others.
Every major sports property in the world rushed to do deals in a category of companies seeking to pay high fees in return for global brand awareness and brand trust.
Then came the FTX scandal which rocked not just the crypto and web3 sectors but also the sports world, which sought reassurance as to whether they were going to get paid.
It's this rollercoaster we explore in this podcast, with Crypto.com's head of sponsorship Alex Shapiro, whose cv also features Visa and ESPN, along with Buy Side co-hosts Sally Hancock and Shaun Whatling.   

Today’s episode is sponsored by our friends at Turnstile, who are asking a good question: do you know what your sponsorship is really worth, or are you guessing?Turnstile uses real market rates to quantify the value every single sponsorship right within a deal, looking beyond the traditional media metrics to calculate the value of the Exposure, Intellectual Property and Direct Benefits. This enables Turnstile to deliver a recommended transaction price that’s comprehensive, accurate and defensible. So don’t pay too much. Don’t leave money on the table. Know the fair market price, and buy and sell with confidence. If you value your sponsorships, value them properly. Get in touch with Turnstile at turnstilegroup.com

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