Případová studie marketingové komunikace Crypto.com v rámci významných sportovních akcí

• Thesis title in Czech: Případová studie marketingové komunikace Crypto.com v rámci významných sportovních akcí
• Thesis title in English: Crypto.com Marketing Case Study Wiithin Major Sport Events
• Key words: Kryptoměny, blockchain, Crypto.com, kryptoměnová směnárna, targeting, OOH reklama
• English key words: Cryptocurrencies, blockchain, Crypto.com, cryptocurrency exchange, targeting, OOH advertisment
• Academic year of topic announcement: 2022/2023
• Thesis type: Bachelor's thesis
• Thesis language: čeština
• Department: Department of Marketing Communication and Public Relations (23-KMKPR)
• Supervisor: Nina Ortová, M.A., Ph.D.
• Author: hidden - assigned by the advisor
• Date of registration: 11.10.2022
• Date of assignment: 11.10.2022
• Date and time of defence: 20.06.2023 08:20
• Venue of defence: Hollar, H108, Hollar - místn. č. 108
• Date of electronic submission: 03.05.2023
• Date of proceeded defence: 20.06.2023
• Opponents: JUDr. Ing. Petr Koblovský, Ph.D.

References

A Brief History Of Cryptocurrency Exchanges. (2020). Medium – The Capital Platform. Dostupné z https://medium.com/the-capital/a-brief-history-of-cryptocurrency-exchanges- 2b48d4531918
AdChain. (2023). Adchain. Dostupné z https://adchain.com
Ammous, S. (2021). Bitcoinový standard: Decentralizovaná alternativa k centrálnímu bankovnictví. Braiins Publishing.
ASA Ruling on Foris DAX Global Ltd t/a Crypto.com. (2022). Asa. Dostupné z https://www.asa.org.uk/rulings/foris-dax-global-ltd-a22-1162164-foris-dax-global-ltd.html
Barr, K. (2023). Matt Damon Says He Did That Dumb Crypto.com Ad Because His Water Nonprofit Was 'Down. Gizmodo. Dostupné z https://gizmodo.com/matt-damon-crypto-com- crypto-bitcoin-1850282413
Binmore, K. (2007). Game Theory: A Very Short Introduction. Oxford University Press.
Braun, P. (2022). Why NFTs Are Harder To Value And Trade Than Cryptocurrencies. Forbes. Dostupné z https://www.forbes.com/sites/phillipbraun/2022/02/24/why-nfts-are- harder-to-value-and-trade-than-cryptocurrencies/?sh=4bdb67b12f07
Buterin, V. (2014). Ethereum Whitepaper. https://ethereum.org/en/whitepaper/
Cialdini, R. (2016). Pre-suasion: A Revolutionary Way to Influence and Persuade. Penguin Random House UK.
CoinMarketCap: Top Cryptocurrency Spot Exchanges. Dostupné z https://coinmarketcap.com/rankings/exchanges/
Coleman, M. (2022). Brady, Curry Reportedly Under Investigation in Texas After FTX Collapse. Sports Illustrated. Dostupné z https://www.si.com/nfl/2022/11/22/brady-curry- reportedly-under-investigation-texas-ftx-collapse
Cryptocurrency Ownership Data: Cryptocurrency across the world. (2023). Triplea. Dostupné
z https://triple-a.io/crypto-ownership-data/
45
Crypto.com announced as official title partner of the Formula 1 Crypto.com Miami Grand Prix. (2022). Crypto.com. Dostupné z https://crypto.com/company-news/crypto-com- announced-as-official-title-partner-of-the-formula-1-crypto-com-miami-grand-prix
Crypto Market Sizing Report 2021 and 2022 Forecast. (2022). Crypto.com. Dostupné z https://crypto.com/research/2021-crypto-market-sizing-report-2022-forecast
Crypto.com: What You Need to Know About This Crypto Platform. (2022). History Computer. Dostupné z https://history-computer.com/crypto-com-what-you-need-to-know- about-this-crypto-platform/
Crypto.com 2021 Highlights: The Year Crypto Went Mainstream. (2022). Crypto.com. Dostupné z https://crypto.com/company-news/crypto-com-2021-highlights-the-year-crypto- went-mainstream
Dalton, M. (2023). Binance, Coinbase, Kraken, and eToro confirm they have no Super Bowl ads. Cryptoslate. Dostupné z https://cryptoslate.com/binance-coinbase-kraken-and-etoro- confirm-they-have-no-super-bowl-ads/
Dean, S. (2021). Goodbye, Staples Center. Hello, Crypto.com Arena. Los Angeles Times. Dostupné z https://www.latimes.com/business/story/2021-11-16/crypto-staples
Digitální pevnost: Hash, 2018. Digitální pevnost. Dostupné z https://www.digitalnipevnost.cz/viki/hash
Ding, Y., Luo, D., Xiang, H., Liu, W., Wang, Y. Peer-to-Peer Networking and Applications. Springer, 14 (2) (2021), pp. 482-496. Dostupné z doi:10.1007/S12083-020-00984-5
Disman, M. (2021). Jak se vyrábí sociologická znalost (5. vydání, s. 131). Praha. Karolinum.
Dixon, E. (2021). UFC lands “US$175m” Crypto.com fight kit sponsorship. Sportspro. Dostupné z https://www.sportspromedia.com/news/ufc-crypto-fight-kit-sponsorship- cryptocurrency-ufc-264-poirier-mcgregor/?zephr_sso_ott=8EAci5
European Central Bank. (2012). Virtual Currency Schemes. European Central Bank. ISBN: 46
Daley, S. (2023). 10 Ways Blockchain in Marketing and Advertising Grabs Our
Attention. Built In. Dostupné z https://builtin.com/blockchain/blockchain-marketing-
advertising-examples

978-92-899-0862-7 (online). Dostupné z https://www.ecb.europa.eu/pub/pdf/other/virtualcurrencyschemes201210en.pdf
FATF REPORT: Virtual Currencies Key Definitions and Potential AML/CFT Risks. Financial Action Task Force: Dostupné z http://www.europarl.europa.eu/sides/getDoc.do?pubRef=-//EP//TEXT+TA+P8-TA-2016- 0228+0+DOC+XML+V0//CS&language=CS#def_1_1 , str. 4
Frankenfield, J. (2022). Virtual Currency: Definition, Types, Advantages & Disadvantages. Dostupné z https://www.investopedia.com/terms/v/virtual-currency.asp
Gardner, A., & Paris, M. (2022). Crypto Exchanges Make Their Super Bowl Debut at Critical Time. Bloomberg. Dostupné z https://www.bloomberg.com/news/articles/2022-02-08/crypto- exchanges-make-their-super-bowl-debut-at-critical-time?leadSource=uverify%20wall
Global Cryptocurrency Owners Grow to 425 million through 2022. (2023). Crypto.com. Dostupné z https://crypto.com/company-news/global-cryptocurrency-owners-grow-to-425- million-through-2022
Greig, J. (2022). LeBron James announces pact with Crypto.com for Web3 educational project. Nd Net. Dostupné z https://www.zdnet.com/finance/blockchain/lebron-james- announces-pact-with-crypto-com-for-web3-educational-project/
Hejkrlík, P. (2022). Celebrity jsou kvůli kryptoměnám hnány k soudu. Marketing & Media. Dostupné z https://mam.cz/newsletter/2022-11/kvuli-krachu-burzy-ftx-jsou-celebrity- propagujici-platformu-hnany-k- soudu/?fbclid=IwAR0OExR9bOq0nFky5mjcISqsTii4VdeKA- W5C_8__Vd9Iy2qqb7MQJxZSes
Hejlová, D. (2015). Public relations. Praha. Grada Publishing.
Howell, J. (2022). The Impact Of Blockchain In Marketing. 101Blockchains. Dostupné z https://101blockchains.com/blockchain-in-marketing/
Internal Revenue Service. (2023). FAQs about Virtual Currencies. Dostupné z https://www.irs.gov/individuals/international-taxpayers/frequently-asked-questions-on- virtual-currency- transactions#:~:text=Virtual%20currency%20is%20a%20digital,and%20a%20medium%20of %20exchange
47

Jacobs, S. (2023). FTX founder Sam Bankman-Fried’s trial date set as he pleads not guilty. The Washington Post. Dostupné z https://www.washingtonpost.com/business/2023/01/03/ftx- bankman-fried-plea/
Jain, D., Dash, M. K., Kumar, A., & Luthra, S. How is Blockchain used in marketing:: A review and research agenda. International Journal Of Information Management Data Insights, 1(2). Dostupné z https://doi.org/doi.org/10.1016/j.jjimei.2021.100044
Jiřinec, M. (2022). Využití technologie blockchain a kryptoměn v podnikovém prostředí [Bakalářská práce, Univerzita Pardubice, Fakulta chemicko-technologická]. Dostupné z https://dk.upce.cz/bitstream/handle/10195/80363/JirinecM_VyuzitiTechnologie_JK_2022.pdf ?sequence=1&isAllowed=y
Lang, H. (2022). How Crypto.com is betting big on sports partnerships to reach a billion users. Reuters. Dostupné z https://www.reuters.com/technology/how-cryptocom-is-betting- big-sports-partnerships-reach-billion-users-2022-02-14/
Leading Ultimate Fighting Championship (UFC) Pay-Per-View events as of August 2022, by number of buys. (2022). Statista. Dostupné z https://www.statista.com/statistics/680659/ultimate-fighting-championship-leading-pay-per- view-events-by-buyrate/
LeBron James and the LeBron James Family Foundation Announce Multi-Year Partnership with Crypto.com. (2022). Crypto.com. Dostupné z https://crypto.com/company-news/lebron- james-and-the-lebron-james-family-foundation-announce-multi-year-partnership-with-crypto- com
Leffer, L. (2022). Bank of America Downgrades Coinbase Amid FTX Train Wreck, Citing 'Contagion Risk'. Gizmodo. Dostupné z https://gizmodo.com/bank-of-america-coinbase-ftx- bitcoin-sbf-1849801918
Letang, V., & Stillman, L. (2020). Magna Advertising Forecast – December 2020. Magna. Dostupné z https://www-wp-stage.magnaglobal.com/magna-advertising-forecasts-december- 2020/
Mac, R. (2021). The Crypto Company Behind the Renaming of the Los Angeles Staples Center. The New York Times. Dostupné z https://www.nytimes.com/2021/11/18/technology/crypto-staples-center-la.html
Macnamara, J. (2018). Content Analysis. Research Gate. Dostupné z https://doi.org/10.1515/9783110481129-012
48

Majidi, M. (2023). Average cost of a 30-second Super Bowl TV commercial in the United States from 2002 to 2023. Statista. Dostupné z https://www.statista.com/statistics/217134/total-advertisement-revenue-of-super-bowls/
Majidi, M. (2023). Super Bowl advertising in the United States: statistics & facts. Statista. Dostupné z https://www.statista.com/topics/8999/super-bowl-advertising-in-the- us/#topicOverview
Merchants getting ready for crypto: Merchant Adoption of Digital Currency Payments Survey. (2021). Delloite. Dostupné z https://www2.deloitte.com/content/dam/Deloitte/us/Documents/technology/us-cons- merchant-getting-ready-for-crypto.pdf
Miami Heat home arena gets temporary name after FTX collapse. (2023). Nba. Dostupné z https://www.nba.com/news/miami-heat-home-arena-gets-temporary-name-after-ftx-collapse
Moravec, V. (2016). Média v tekutých časech: Konvergence audiovizuálních médií v ČR. Academia.
Morrison, S. (2023). Last year’s Super Bowl ads aged like milk. Vox. Dostupné z https://www.vox.com/recode/2023/2/9/23591622/super-bowl-commercials-lvii-crypto-ads
Morley, O. (2022). In Crypto.com's Super Bowl Ad, LeBron James Goes Back to 2003. Adweek. Dostupné z https://www.adweek.com/programmatic/crypto-com-super-bowl-ad- lebron-james/
Nakamoto, S. (2008). Bitcoin: A Peer-to-Peer Electronic Cash Systém. Dostupné z https://nakamotoinstitute.org/bitcoin/
Nassiri, N. (2022) Web3: Something to prepare for, or just a marketing buzzword?. Switchboard. Dostupné z https://www.switchboard-software.com/post/web3-just-a- marketing-buzzword
Nešpor, Z. R. (2018). Analýza obsahová. Sociologická Encyklopedie. Dostupné z https://encyklopedie.soc.cas.cz/w/Anal%C3%BDza_obsahov%C3%A1
Novák, D., & Nohl, R. (2022). Dlouhé výslechy, podezření z podvodu a praní peněz. Co se děje s Xixoio. Seznam Zprávy. Dostupné z https://www.seznamzpravy.cz/clanek/ekonomika- firmy-v-xixoio-se-po-policejni-razii-schazi-dozorci-rada-a-akcionari-220337
49

Our Partners. (2023). Crypto.com. Dostupné z https://crypto.com/eea/partners
Perkins-Southman, T., & Sanks-Frankel, R. (2023). Crypto.com Visa 2023 Review. Forbes Advisor. Dostupné z https://www.forbes.com/advisor/credit-cards/reviews/crypto-com- rewards-visa/
Poindexter, O. (2022). Crypto Companies Upend List of NBA’s Top Sponsors. Front Office Sports. Dostupné z https://frontofficesports.com/crypto-companies-upend-list-of-nbas-top- sponsors/
Průzkum ČBA: Češi a platební styk 2019. (2019). Česká Bankovní Asociace. Dostupné z https://cbaonline.cz/cesi-a-platebni-styk-2019
Research Roundup Newsletter: March 2023. (2023). Crypto.com. Dostupné z https://crypto.com/research/research-roundup-march-2023/
Rosen, K. (2022). The Hidden Lebron James NFT Drop You Probably Missed In This Year’s Super Bowl Commercial (And Why It Might Be Problematic). Forbes. Dostupné z https://www.forbes.com/sites/kamranrosen/2022/03/11/the-hidden-lebron-james-nft-drop- you-probably-missed-in-this-years-super-bowl-commercial-and-why-it-might-be- problematic/?sh=23c05a033fc9
Sedgwick, K. (2018). Bitcoin History Part 6: The First Bitcoin Exchange. Bitcoin.com. Dostupné z https://news.bitcoin.com/bitcoin-history-part-6-the-first-bitcoin-exchange/
Seth, S. (2022). What Is a Central Bank Digital Currency (CBDC)?. Investopedia. Dostupné z https://www.investopedia.com/terms/c/central-bank-digital-currency-cbdc.asp
Schwarz, J. (2022). Here’s How Much Money You’ve Lost If You Took Matt Damon’s Crypto Advice One Year Ago. The Intercept_. Dostupné z https://theintercept.com/2022/10/26/matt-damon-crypto-commercial/
Silverman, A. (2021). Sports Fans Are Into Cryptocurrency, and Brands Are Capitalizing. Morning Consult. Dostupné z https://morningconsult.com/2021/09/22/sports-fans- cryptocurrency-poll/
50

Simpson, J. (2017). Finding Brand Success In The Digital World. Forbes. Dostupné z https://www.forbes.com/sites/forbesagencycouncil/2017/08/25/finding-brand-success-in-the- digital-world/?sh=117a9c70626e
Solomon, M. R. (2020). Consumer Behavior: Buying, Having, and Being (13. vydání). Pearson Publishing.
Šembera, T. (2017). The Volatility Petterns and Correlation of Cryptocurrencies: Overcoming the Bitcoin's primacy [Diplomová práce, Univerzita Karlova, Fakulta sociálních věd, Katedra ekonomických studií]. Dostupné z https://dspace.cuni.cz/bitstream/handle/20.500.11956/91313/DPTX_2016_1_11230_0_51775 3_0_185591.pdf?sequence=1&isAllowed=y
Taylor, C. R. (2015). Creating win-win situations via advertising: new developments indigital out-of-home advertising. International Journal Of Advertising, 34(2), 177 – 180. Dostupné z https://doi.org/https://doi.org/10.1080/02650487.2015.1021132
Tětek, J. (2021). Bitcoin: Odluka peněz od státu. Braiins Publishing.
The next climb on our journey. (2022). Crypto.com. Dostupné z https://crypto.com/nft/drops- event/d995c77b309a4ebdb0e15a05ff74ce2c?tab=info
Tighe, D. (2019). Most valuable sports business brands worldwide in 2019. Statista. Dostupné z https://www.statista.com/statistics/253349/brand-value-of-sports-businesses-worldwide/
UFC and Crypto.com announce historic partnership. (2021). UFC. Dostupné z https://www.ufc.com/news/ufc-and-cryptocom-announce-historic-partnership
UFC and Crypto.com Team Up to Create New Fight Night Bonus for UFC Athletes Fighters to Receive Bitcoin for New “FAN BONUS OF THE NIGHT”. (2022). Crypto.com. Dostupné z https://crypto.com/company-news/ufc-and-crypto-com-team-up-to-create-new-fight-night- bonus-for-ufc-athletes-fighters-to-receive-bitcoin-for-new-fan-bonus-of-the-night
Ultimate Fighting Championship (UFC): Statistics & Facts. (2023). Statista. Dostupné z https://www.statista.com/topics/3376/ultimate-fighting-championship-ufc/#topicOverview
United States: Cryptocurrency information about the USA. (2022). TripleA. Dostupné z https://triple-a.io/crypto-ownership-united-states-2022/
Visa Cards: Crypto.com Private. (2023). Crypto.com. Dostupné z https://crypto.com/eea/cards 51

Vysekalová, J., & Mikeš, J. (2018). Advertising: How to Master Advertising (4. edition). Grada Publishing.
We Are AEG. (2023). Aeg Worldwide. Dostupné z https://www.aegworldwide.com/about
What is Ethereum and How does it Work? Dostupné z https://www.investopedia.com/terms/e/ethereum.asp
Wilson, R. T., Hendrickson Lohmeier, J., Lustick, D. S., Chen, R. F. (2021). Using transit advertising to improve public engagementwith social issues. International Journal Of Advertising, 40(5), 783 – 809. Dostupné z https://doi.org/https://doi.org/10.1080/02650487.2020.1807230
Young, J. (2022). Crypto deals help fuel NBA sponsorships to $1.6 billion in 2021-22 season, firm says. Cnbc. Dostupné z https://www.cnbc.com/2022/06/01/crypto-deals-help-fuel-nba- sponsorship-money-to-1point6-billion-.html
Young, Y. (2022). Formula 1 strikes $100 million cryptocurrency sponsorship. Cnbc. Dostupné z https://www.cnbc.com/2021/06/29/formula-1-strikes-100-million-cryptocurrency- sponsorship.html

Preliminary scope of work

Bakalářská práce zkoumá marketingové a komunikační výstupy kryptoměnové směnárny Crypto.com na významných sportovních akcích mezi lety 2021 a 2022. Jelikož problematika kryptoměn a blockchainu v současnosti není obecně známá, věnuje se jí teoretická část práce. V úvodních třech kapitolách představuji dle parametru tržní kapitalizace hlavní kryptoměny, které má Crypto.com ve svém portfoliu. Součástí exkurze do světa virtuálních měn je také vhled do podstaty fungování blockchainu a jeho potenciálního využití v marketingu. Praktická část je reprezentována obsahovou studií, která analyzuje mediální a sponzorská partnerství mezi Crypto.com a značkami na poli profesionálního sportu. Jednotlivé fragmenty jsou analyzovány primárně v návaznosti na výzkum společnosti Morning Consult, který mapoval vztah sportovních fanoušků ke kryptoměnám a blockchainu. Ve druhé části jsou vlastní obsahovou analýzou popsány reklamní výstupy konkurence z řad kryptoměnovcýh směnáren v rámci Super Bowlu z roku 2022 a jejich vliv na aktuální konkurenční postavení na trhu. Práce je zakončena doporučením a závěry, které plynou ze stanovených výzkumných otázek.

Preliminary scope of work in English

The bachelor thesis examines marketing and communication outcomes of the cryptocurrency exchange Crypto.com at major sporting events between the years 2021 and 2022. Since the issue of cryptocurrencies and blockchain is not generally known at present, the theoretical part of the thesis is devoted to this topic. In the initial three chapters, I present, according to the market capitalization parameter, the main cryptocurrencies that Crypto.com has in its portfolio. Part of the excursion into the world of virtual currencies is also an insight into the nature of the blockchain and its potential use in marketing. The practical part is represented by a content study that analyzes media and sponsorship partnerships between Crypto.com and brands in the field of professional sports. Individual fragments are analyzed primarily in connection with Morning Consult's research, which examined the relationship of sports fans with cryptocurrencies and blockchain. In the second part of the research, the advertising outputs of the 2022 Super Bowl cryptocurrency exchange competitors and their impact on the current competitive market position are described. The thesis concludes with suggestions and findings that arise from the stated research questions.