LeBron James, arguably the greatest basketball player of all time, has left his imprint on the game as an absolute beast. Even though he is approaching 40 years old, he has made his 18th straight All-Star appearance this season and is averaging over 30 points, 8 rebounds, and 6 assists per game.
I’m not sure how LeBron’s back is feeling after carrying the Lakers to a mediocre 9th place in the Western Conference this season. On the other hand, the crypto community may expect to see more of James this season, as the star has signed a multi-year contract that includes the LeBron James Family Foundation (LJFF).
The exchange announced the latest relationship with LJFF and described its methodology in a press statement issued today on the Crypto.com website. The two partners will take an instructional approach in their combined work, focusing on educational and career development possibilities throughout Web3.
The collaboration will operate as an extension of the LJFF’s ‘I Promise’ program, which serves as a hub for some of the most visible community impacts associated with the James family name. In LeBron’s hometown of Akron, OH, the I Promise program comprises a scholarship, the ‘I Promise Institute,’ and an ‘I Promise School.’
LeBron James claimed in a news release that “blockchain technology is transforming our economy, sports and entertainment, the art world, and how we interact with one another.” I want to make certain that communities like the one from which I originate are not left behind.”
As evidenced by the Foundation’s new pilot initiative with JPMorgan Chase, announced earlier this month, financial education and awareness for adolescents have recently been stressed as a program component. Don’t be shocked if today’s collaboration continues to build on previous efforts.
Crypto.com dominated 2021, aggressively chasing chances in sports sponsorship in a race to grab market share. Last year’s transaction ended on a high note, with the signing of a large new naming rights agreement with the Lakers’ home arena — formerly Staples Center. Last year, competitors FTX and Coinbase were also aggressive, with Coinbase signing a league-wide contract with the NBA and FTX acquiring Miami Heat arena naming rights, as well as snagging Tom Brady and Steph Curry as ambassadors, among other things.
This latest agreement demonstrates Crypto.com’s sustained commitment to sports and entertainment to begin the year while also ticking a philanthropic box, given the program’s focus on financial education for youngsters and broader community-building. “LeBron James and his organization have been pioneers in actually altering the lives of those in his neighborhood via education,” said Kris Marszalek, CEO, and Co-Founder of Crypto.com.
