Meet FTX, the Tom Brady-endorsed crypto firm that’s making a huge push into sports

Meet FTX, the Tom Brady-endorsed crypto firm that’s making a huge push into sports

When the American and National League All-Stars square off next week at Denver’s Coors Field, the umpire crew will sport a corporate uniform logo for the first time in Major League Baseball history.

The patch is part of a marketing deal struck with baseball by San Francisco-based cryptocurrency exchange FTX.US.

The company, which is the American operation of Hong Kong-based FTX, has emerged in recent months as a major player in sports marketing by spending hundreds of millions of dollars on marketing and endorsement deals with leagues, teams and players to promote itself to fans.

Much like gambling companies scrambling to land deals once U.S. sports wagering became legal in many states, cryptocurrency companies are spending to grow brand awareness and to lure new (and especially younger) customers.

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