Academy-award winning actor Matt Damon will be the new face of Crypto.com.
The decision comes as the cryptocurrency platform aims to attract new users to its service and bring the industry into the spotlight.
It’s the first marketing of its kind for Crypto.com, whose user base has grown exponentially since last year’s rise in interest for crypto. The campaign will cost more than $100 million and will have ads starring Damon. Additionally, the ads will be directed by cinematographer Wally Pfister and will be aired in more than 20 countries.
“I’ve never done an endorsement like this,” Damon said in an interview. “We’re hoping this is the beginning of a great long-term collaboration.”
Cryptocurrency seems to be on its way to the mainstream, as partnerships with celebs, sports teams, and other famous platforms are coming into fruition. Crypto.com now has relations with Formula 1, the Ultimate Fighting Championship, and Italy’s top soccer league, as well as French soccer club Paris Saint-Germain, the Philadelphia 76ers, the Montreal Canadiens, and Formula 1’s Aston Martin Cognizant.
And if that wasn’t enough, the campaign with Damon also brings in the likes of mixed-martial artist Ronda Rousey, basketball star Carmelo Anthony, snowboarder Lindsey Jacobellis, rapper CL, and astronaut Scott Kelly.
Chief Executive Officer Kris Marszalek called it a “defining moment” for his company and the industry.
And it doesn’t seem that Crypto.com will be slowing down any time soon.
Just yesterday, the platform entered the eSports scene by signing a multi-year partnership with Twitch Rivals, a series of eSports tournaments and competitive events hosted by the streaming platform twitch.tv. The deal includes exclusive rights, in-stream branded segments, media placement and activations at Twitch events.
On the new partnership, Marszalek said, “We’re extremely excited to add Twitch Rivals — the home of eSports — to our growing portfolio of the world’s best brands in sports.”
“With well-over one billion gamers world-wide, fans of gaming and eSports are digital natives, for whom cryptocurrency is inevitable.”
Art Daniella Sison