Basketball player LeBron James is the latest celebrity to join Crypto.com‘s high-profile marketing campaign, which already includes actor Matt Damon and the naming rights to a Los Angeles sports facility. The LeBron James Family Foundation (LJF) and Crypto.com announced a multi-year agreement on Friday to support Web3-related ‘educational and professional development initiatives’ that help students and families create a ‘solid foundation in Web3 and…blockchain-based decentralized applications.’ Web3 (or Web 3.0) refers to what some see as a more egalitarian and fair internet. Its proponents argue that it is decentralized, providing consumers more control. The relationship with James is part of Crypto.com’s huge marketing push in recent months, which has enlisted the help of Hollywood luminaries and cost the company more than $1 billion. The Singapore and Hong Kong-based exchange secured a $700 million contract in November to have its name emblazoned on the former Staples Center, which is now home to the NBA’s Los Angeles Lakers (James’ franchise) and Clippers. The company earns a share of crowd transactions at the venue as part of the arena naming rights contract, and even more if the transactions are conducted using Crypto.com’s app. In October, Crypto.com debuted television advertising showing Damon, a corporate investor who has since become the brand’s face. The Damon-led series of ads, which will also include NBA player Ca...
