On Friday, Crypto.com announced that it has signed a multi-year with NBA-Basketball star LeBron James and his charity the LeBron James Family Foundation (LJFF).

According to the cryptocurrency exchange, the main focus will be “educational empowerment.”

The former Cleveland Cavaliers forward, currently playing for the Los Angeles Lakers is certain that blockchain tech is transforming society.

In a statement, James said:

“Blockchain technology is revolutionizing our economy, sports and entertainment, the art world, and how we engage with one another. I want to ensure that communities like the one I come from are not left behind.

Crypto.com and I are aligned on the need to educate and support my community with the information and tools they need for inclusion. I’m looking forward to working with them to bring these opportunities to my community.”

Kris Marszalek, Co-Founder and CEO of Crypto.com said that LJFF’s goals match with his firm’s vision, to show crypto’s benefits are “fair and equitable and the potential rewards of the technology are owned by builders, creators and users alike.” He noted:

“LeBron James and his foundation have been pioneers in truly transforming the lives of those in his community through education and our partnership is based on a true alignment of values.

We couldn’t be more proud to join LJFF in providing opportunities to increase educational and workforce development while delivering the tools and access that will empower the next generation to build a better and more inclusive future.”

Crypto.com has been working hard to raise its brand awareness. It launched an international campaign starting Hollywood actor Matt Damon and the exchange acquired the naming rights to the Los Angeles Lakers’ Staples Center and renamed it to Crypto.com Arena. It also two 100 million + deals in place with the UFC and Formula One Racing.

With its strategic partnership in sports, Crypto.com is in a heads-up battle with cryptocurrency exchange FTX, which has acquired the naming rights to the Miami Heat’s arena in Florida, and signed a dealwith seven-time Super Bowl champion Tom Brady and his supermodel wife Gisele Bündchen as brand ambassadors.

FTX is reportedly also still in the race, fighting with crypto exchange Binance, to become the shirt sponsor of La Liga Football Club Barcelona.

The post Crypto.com Adds Lebron James to its Roster in a Multi-Year Deal appeared first on iGaming.org.

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