Crypto.com, a leading digital currency exchange, is on a mission to increase its global presence and is doubling down on its investment in Formula One (F1) sporting events worldwide. This strategic move aims to attract non-crypto audiences into the industry.

The company's Chief Marketing Officer, Steven Kalifowitz, has confirmed plans to expand its sports advertising budget. This strategy has already shown promising results, with Crypto.com's user base growing from 80 million to 100 million in a short period. The company's involvement in digital advertising dates back to 2021, when it secured a multi-year deal to rename the Staples Center as Crypto.com Arena.

Crypto.com is the primary sponsor of the Crypto.com Miami Grand Prix, a 10-year deal worth $10 million. Additionally, the company holds a global sponsorship license for the Grand Prix, a $100 million deal for five years. Despite the significant investment, the trading platform is keen on expanding its advertising reach.

Recently, Crypto.com featured American music star Eminem in a highly publicized advertisement at the Crypto.com Arena, reviving the popular "Fortune Favors the Bold" commercials that aired in 2021. This move marks a significant shift in the crypto advertising landscape, which was once plagued by intense criticism following the "Crypto Winter" and the collapse of FTX Exchange.

As the crypto market regains traction, Crypto.com is one of the firms leading the revival of crypto ads on big sporting events like the Super Bowl. Other notable players in this space include spot Bitcoin ETF issuers, such as Hashdex, BlackRock, and Grayscale, which have made headlines this year with their advertising campaigns.