Earlier this year, FTX paid $135 million for naming rights to the arena where the Miami Heat play. Kalifowitz said the company treated Wednesday like "just another day," but he also acknowledged that the tech team took steps to ensure its website could handle an influx of new visitors.Ĭ is among a number of blockchain-based businesses that have stepped up their marketing in recent months. "You've got to develop trust."Īfter the news broke about 's deal to rename Staples Center, the value of the company's digital coin rose 26%. "You don't just create a relationship with somebody like that," he said of 's raise its profile with consumers. These moves, Kalifowitz said, are meant to build on one another. In June, the company struck a sponsorship deal with Formula 1, and in October it dropped a commercial featuring Matt Damon. The deal, inked with Staples Center owner AEG, is the latest effort by to boost mainstream awareness of its business. Accelerating it means showing people that there's a company out there like us that's trustworthy, does business is the right way, who operates in a regulated and licensed matter and offers safe, secure products," he said. "Our goal is to accelerate the world's transition to cryptocurrency.
will now be mentioned anytime the Lakers or Kings play a game at the arena, when the Grammys broadcast live from the building in January, and when major musical artists hold concerts there. Kalifowitz explained that the company set its sights on Staples Center because of its worldwide renown. The 5-year-old company, which operates a platform that allows people to buy and sell cryptocurrency, will also become the official crypto platform partner of the Lakers and hockey team LA Kings. Staples Center will become Arena on December 25 when hometown basketball team the Los Angeles Lakers play the Brooklyn Nets.
"It's both a privilege and a responsibility to have to earn the trust of the citizens of LA and the fans of the teams and people who love the Staples Center," he told Insider the morning after the deal was announced. The responses didn't faze CMO Steven Kalifowitz. Others were quick to give the soon-to-be Arena a new nickname, The Crypt.
On Twitter, some people suggested they would continue to call the downtown Los Angeles arena by its original name. 16 news that had purchased the naming rights to the building currently known as Staples Center in a 20-year deal that a source pegs at more than $700 million.
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