Crypto exchange BTCC is stepping onto the sports stage, naming NBA All-Star and 2023 Defensive Player of the Year Jaren Jackson Jr. as its new global brand ambassador.
Announced today, the deal marks BTCC’s first-ever sports sponsorship in its 14-year history and shows the company’s push to connect professional sports with the world of digital finance.
The partnership will roll out through marketing campaigns, online events, and fan-focused initiatives designed to introduce cryptocurrency to a wider audience.
Jaren Jackson Jr. isn’t just the Memphis Grizzlies’ defensive anchor, he’s also carved out a place in pop culture with his love for music and fashion.
It’s that blend of on-court dominance and off-court personality that BTCC believes will help them reach people beyond the crypto crowd.
“I’m very excited to join the BTCC family,” Jackson Jr. said in a statement.
They’re not just another crypto brand, they’ve been in it for over a decade, and that kind of consistency means something to me. I’ve always believed in doing the work, staying disciplined, and thinking long-term, whether that’s on the basketball court or building your future. Partnering with a platform that shares that mindset is a natural step for me.
Scoring big in Finance
BTCC has been around since 2011, building a base of more than nine million users worldwide and earning a reputation for its spotless security record, regulatory compliance, and wide range of trading options from futures to copy trading.
The company sees teaming up with a star like Jackson Jr. as a way to make cryptocurrency less intimidating for sports fans and spark more interest in the digital finance space.
“Jaren brings authenticity, consistency, and a championship mindset, values that mirror what we’ve built at BTCC,” said Aaryn Ling, the company’s Head of Branding. “We’re not here for hype, we’re here for substance, and Jaren embodies that as both a sporting and cultural icon. We are excited for what lies ahead.”
Where crypto meets courtside
BTCC is kicking off the partnership with a global trading competition, where prizes will include signed gear from Jackson Jr. and a hefty prize pool.
Fans will also get access to exclusive behind-the-scenes content and virtual events that bring them face-to-face with the NBA star.
It’s part of a growing wave of crypto platforms leaning on sports sponsorships to boost recognition and trust.
But instead of splashing its name on jerseys or stadiums, BTCC is taking a more personal route, tying its brand to the values and personality of one standout athlete.
With the NBA season just weeks away, all eyes will be on how this partnership plays out, both in Jackson Jr.’s game and in BTCC’s push into the sports world.
For the exchange, it’s less about hype and more about showing how the mindset that drives success on the court like discipline, strategy, and patience can also guide smart moves in the world of crypto.
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