Cowboys Marketing Push is Long-Term for Blockchain.com, CEO Says

The sponsorship agreement between Dallas Cowboys and Blockchain.com has added setting up cryptocurrency wallets to the list of traditional game day tailgate activities, which also include drinking beer and cooking food. The seasonal debut of the Texas football team is today, and Blockchain.com has a booth there to inform attendees about cryptocurrencies. Folks lined up to learn about #crypto from the ⁦@blockchain⁩ team before the ⁦@dallascowboys⁩ game 💪💪 pic.twitter.com/GLF0Iijxes — Peter Smith (@OneMorePeter) September 12, 2022 Marketing Efforts Of Blockchain.com This partnership was announced in April this year as a component of the firm’s enhanced marketing efforts to reach more retail users in the US. CEO Peter Smith stated that the firm had increased its marketing expenditures from virtually nothing to around $50 million at the time of the deal. Since that deal closed, the crypto markets have continued to tank, and industry insiders have varying views on the growth of crypto partnerships with sports teams. Despite this, Smith maintains that it is better to invest in marketing during a bear market, and Blockchain.com has not altered its marketing budget in response to the current market environment. “The best time to invest in brand marketing is when the market is down. You want people to be aware of your brand when the market is toughest. In a bear market you want to do brand and educational marketing, and that’s why we...