KuCoin Enters Professional Sports Sponsorships with Golf Icon Adam Scott

KuCoin has brought golf icon Adam Scott on as its first global brand ambassador. The deal marks the exchange’s inaugural step into professional sports sponsorships, signaling a clear ambition to connect with a new audience.

A New Partnership

A September 10 announcement confirmed the partnership with Scott, the 2013 Masters champion and a former world number one. KuCoin said the collaboration is built on a shared ethos of trust and precision. This partnership is expected to introduce KuCoin to a broader audience and promote the exchange’s services worldwide.

Global Campaigns

According to the release, Scott, celebrated for his remarkable consistency and enduring career on the PGA Tour, is slated to lead a number of the platform’s global campaigns. As a global brand ambassador, Scott will play a crucial role in promoting KuCoin’s services and values.

A Shared Vision

“It is an honour to partner with KuCoin as their first Global Brand Ambassador. I firmly believe that cryptocurrency will play an important role in the future of finance, and I am personally interested in how it empowers people worldwide. I am looking forward to working closely with KuCoin as we build something special together,” Scott said. This statement highlights the shared vision between KuCoin and Scott, emphasizing the potential of cryptocurrency to shape the future of finance.

Crypto-Sports Engagement on the Rise

The deal arrives as crypto’s love affair with professional sports intensifies, though KuCoin’s choice of sport and ambassador stands in stark contrast to the industry’s established playbook. The crypto industry has been increasingly involved in professional sports, with various exchanges and companies sponsoring teams and events.

A Growing Market

According to a recent report from sports marketing agency SportQuake, total crypto sports sponsorship expenditure rocketed 20 percent year-on-year to $565 million. This significant increase demonstrates the growing interest in crypto-sports partnerships and the potential for further growth in this market.

Dominant Players

The landscape is dominated by big-ticket deals in soccer and Formula One, with Crypto.com leading the pack as the category’s biggest spender at $213 million, followed by Coinbase and OKX. Soccer remains the most targeted sport, claiming 20 of the 34 new crypto sponsorship deals this period. These dominant players have set the stage for other exchanges, like KuCoin, to enter the market and explore new opportunities.

Recovery from Crypto Winter

This spending spree marks a vigorous comeback from the crypto winter of 2022/23, which saw high-profile collapses like FTX void hundreds of millions in deals with properties like Major League Baseball and Mercedes-AMG Petronas F1. The crypto industry has bounced back from this challenging period, with new entrants and established players investing in sports sponsorships.

A New Wave of Market Entrants

The subsequent rebound has been characterized by aggressive entrants like Gate.io, which went from zero to $53 million in sports sponsorships in just 12 months. As SportQuake forecasts, this momentum is expected to push total crypto sports sponsorship spending in the 2025/26 season back toward its all-time peak of $685 million, signaling a full recovery and a new wave of market entrants. This predicted growth will likely lead to more partnerships between crypto companies and sports organizations, further solidifying the connection between the two industries. Visit bitpulse for more information on crypto news and updates.