Athlete endorsements are now available on Binance, FTX, Coinbase, and 

Athlete endorsements are now available on Binance, FTX, Coinbase, and 

This is projected to peak on February 13 during the Super Bowl, the most viewed television program in the United States each year. Both and FTX have secured celebrity sponsors and paid millions of dollars for ad space throughout the game.

Binance, on the other hand, is skipping this one. It’s also tagged Jimmy Butler, a five-time NBA All-Star, to let people know they don’t have to play, either.

“You’re going to hear some of the top people pushing you to go into crypto on February 13,” the Miami Heat small forward stated in a video posted to Binance’s Twitter account today. “However, they have no knowledge of you or your financial situation. You are the only one who can accomplish it. Binance and I are here to tell you to have faith in yourself and, of course, to conduct your own research.”

Trust yourself. 02.13.22 Here’s a message from all-star basketball forward @JimmyButler ⤵️ — Binance (@binance) February 2, 2022

How Binance gained popularity

Binance has long been the most popular cryptocurrency exchange by volume, but the maturation of the space, as well as concentrated ad campaigns, have put its winning run in jeopardy. Its main competitors occupied themselves with sports collaborations and sponsorship arrangements throughout 2021.

To name a few deals, FTX purchased the rights to rename the Miami Heat Arena after itself and signed NFL legend Tom Brady and NBA sharpshooter Steph Curry as brand ambassadors, sponsored the UFC and acquired the naming rights to the Los Angeles Lakers and Clippers’ arena, and Coinbase had its name plastered on NBA flooring.

Although it recently courted Spanish footballer Andrés Iniesta and sponsored the Africa Cup of Nations football event, Binance has largely avoided the athlete and celebrity endorsement model.

So far, the no-frills strategy has proven to be effective. Binance currently holds 62 percent of the spot trading volume among the top five exchanges on CoinMarketCap rated by trust score, according to the most recent data (which incorporates volume, liquidity, cybersecurity measures and size).

Its hold in futures trading—where Coinbase, based in the United States, has been banned due to regulatory issues—is nearly as strong; it controls 58 percent of daily trading volume. (Note: CoinMarketCap is owned by Binance, although the figures are equivalent to those provided by other crypto data aggregators.)

Binance’s share of transaction volume decreased to 45 percent in November, indicating that its competitors’ sports-centric approach was paying off.

And it’s possible that the strategy will work. The Super Bowl attracted approximately 100 million viewers in the United States in 2021, despite the fact that it was a low year owing to COVID; the number usually hovers around 150 million. With recent surveys indicating that fewer than 20% of Americans have invested in cryptocurrency, a Super Bowl commercial can attract a large number of viewers to the game.

Binance and Jimmy Butler, on the other hand, won’t mind if you instead watch Olympic curling.