Sports partnerships are more than just a deal for major crypto companies

In 2021, it felt like every week a crypto company joined forces with a sports team or athlete. Fast-forward to today’s stagnating crypto market: Those partnerships still exist, but they’re less talked about.
I wondered whether these alliances were paying off in a meaningful way, so I asked a few people from major crypto companies and blockchains like FTX, Ava Labs and Algorand to talk about it.
“Sports audiences tend to overlap with crypto,” Avi Dabir, vice president of business development at FTX, said to TechCrunch. “You can hit a mass market by partnering with trusted teams, bra

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