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Published: Feb 10, 2022 6 min read

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Illustration of players during a Super Bowl game trying to grab a loose football that has a Bitcoin ribbon
Sam Island for Money

This year's Super Bowl is a showdown between the Bengals, Rams and... crypto companies.

Between cheering on your favorite team and passing the chips and guac, expect to hear a lot of crypto chatter at your viewing parties thanks to companies forking over big bucks for a few seconds of advertising.

Crypto exchanges and FTX will have commercials airing during the Super Bowl, and FTX has even teased that its ad will include a chance at winning actual Bitcoin. The crypto exchange Coinbase has snagged a spot during the game too, and Canadian exchange Bitbuy will have an advertisement running in Canada, The Wall Street Journal reported. Those precious seconds don't come cheap: Some 30-second Super Bowl ads reportedly cost up to $7 million this year.

Cryptocurrency's popularity has recently skyrocketed, and with these Super Bowl ads, big players in the market continue to try to make digital currencies like Bitcoin more mainstream. The crypto market cap hit $3 trillion at the end of 2021 before prices plummeted earlier this year. Buying Bitcoin and Ether is now as easy as pulling up the Venmo app or trading stocks on Robinhood, and no one will stop talking about non-fungible tokens (NFTs).

The arrival of all of these crypto ads during the Super Bowl — always one of the most-watched events of the year, often celebrated as much for the commercials as the action on the field — could help legitimize the industry and increase its popularity even more, experts say.

“It’s an inflection point for the industry," says Nick Casares, head of product at Polyient, an investment group that focuses on virtual economies.