--- title: Can the Super Bowl Sell a New Generation of Investors on Crypto? description: Super Bowl commercials this year include crypto ads for companies like Coinbase and Crypto.com. What does that means for crypto investors? authors: - name: Mallika Mitra role: Contributing Editor url: https://money.com/author/mallika-mitra/ bio: Mallika Mitra is a contributing editor for Money, based in Chicago. She has covered investing and retirement for seven years and her work has appeared in CNBC, Bloomberg, Kiplinger, AARP, Barron’s, Bankrate, The Daily Upside, ETF.com, The Bond Buyer, PLANADVISER, PLANSPONSOR and Investopedia. education: Craig Newmark Graduate School of Journalism at CUNY Kalamazoo College at_money_since: 2020 articles: 395 covers: - Investing - Banking - Business - Career Advice - Credit - Credit Cards - Debt - Economy and Politics - Education - Health and Wellness - Housing - Identity Theft - Insurance - Lifestyle - Loans - Mortgages - Personal Finance - Pets - Professional Services - Retirement - Shopping - Taxes - Technology also_seen_in: - CNBC - Bloomberg - Kiplinger - Barron's - Bankrate - WGN-TV - CBS News Radio - This Morning With Gordon Deal - Everyone's Talkin' Money social: - https://twitter.com/mitra_mallika - https://www.linkedin.com/in/mallika-mitra-4577a386/ published: '2022-02-10T17:14:38.000Z' modified: '2024-01-10T17:15:34.000Z' section: Investing tags: - Cryptocurrency word_count: 820 canonical: https://money.com/super-bowl-crypto-ads-investors/ type: Article source: structured-blocks --- > **Disclosure:** We research all brands listed and may earn a fee from our partners. Research and financial considerations may influence how brands are displayed. Not all brands are included. [Learn more](https://money.com/page/disclaimer/). ![Illustration of players during a Super Bowl game trying to grab a loose football that has a Bitcoin ribbon](https://img.money.com/2022/02/News-2022-Super-Bowl-Cryptocurrency-Ads.jpg) 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](https://money.com/best-crypto-exchanges/) Crypto.com and FTX will have commercials airing during the Super Bowl, and FTX has even [teased](https://www.youtube.com/watch?v=9psoqygK5dg) that its ad will include a chance at winning actual Bitcoin. The crypto exchange [Coinbase](https://money.com/how-to-use-coinbase-beginners/) has snagged a spot during the game too, and Canadian exchange Bitbuy will have an [advertisement](https://get.bitbuy.ca/lowry) running in Canada, *The Wall Street Journal* [reported](https://www.wsj.com/articles/bengals-rams-and-bitcoin-crypto-ads-invade-the-super-bowl-11644159817). Those precious seconds don't come cheap: Some 30-second Super Bowl ads [reportedly](https://variety.com/2022/tv/news/super-bowl-commercials-sold-out-record-price-1235170854/) cost up to $7 million this year. [Cryptocurrency](https://money.com/what-is-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](https://money.com/bitcoin-crypto-price-drop-mainstream/). The crypto market cap hit $3 trillion at the end of 2021 before prices [plummeted](https://money.com/cryptocurrency-price-crash-predictions/) earlier this year. Buying [Bitcoin](https://money.com/what-is-bitcoin/) and Ether is now as easy as pulling up the [Venmo](https://money.com/buy-bitcoin-venmo/) app or trading stocks on [Robinhood](https://money.com/how-to-use-robinhood-beginners/), and no one will stop talking about [non-fungible tokens](https://money.com/what-are-nfts/) (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. ## 'More legitimization' for crypto Cryptocurrency is complicated. Money has a [whole guide explaining the ins and outs of how it works](https://money.com/what-is-cryptocurrency/), and if you don't fully understand what crypto is or if it actually fits into your investment portfolio, you're not alone. But advertisements broadcasted to millions of viewers during such a social event could start to change that, says Derek Rucker, a professor of marketing at the Kellogg School of Management at Northwestern University. “You can imagine at Super Bowl parties where a few people are watching and one person knows about crypto, all of a sudden you get people talking about it," Rucker says. Crypto prices have a tendency to rise when more people are talking about them and get intrigued enough to invest. Meme coins like [Dogecoin](https://money.com/how-to-buy-dogecoin/) and [Shiba Inu](https://money.com/what-makes-cryptocurrency-popular-shiba-inu/) have seen their prices soar based almost solely on internet hype. One very important aspect of these Super Bowl ads is that not only will tons of people see them, but those viewers know that *other* people are seeing them and learning more about cryptocurrency, says Hanna Halaburda, an associate professor at NYU Stern School of Business. Crypto enthusiasts can then point their skeptic friends to Super Bowl ads and say "look, this is legit." "It is going to lead to more legitimization," Halaburda says. The ads will likely bring more people to the crypto market and — based on the often nonsensical way crypto prices often move — could bring up prices, she adds. The downside? "People are going to be paying less attention to risks." ## The risks of crypto aren't going anywhere Sure, seeing Matt Damon in a Crypto.com [advertisement](https://www.youtube.com/watch?v=9hBC5TVdYT8&t=1s) saying "fortune favors the brave" (even if it was considered "[cringe](https://www.papermag.com/matt-damon-crypto-2656212367.html)") or Tom Brady in a FTX [commercial](https://www.youtube.com/watch?v=uymLJoKFlW8) asking a bunch of people if they want "in" on crypto gets viewers talking about digital assets. But that doesn't mean they're investments everyone should consider. Crypto is still an emerging asset class and is highly volatile, Casares says. Bitcoin's price, for example, reached an all-time high of $68,000 in November before [plunging](https://money.com/crypto-investors-bitcoin-price-drop/) to nearly half that over the next two months. Cryptocurrencies also aren't regulated in the same say [stocks](https://money.com/how-to-buy-stocks/) and [bonds](https://money.com/i-bonds-savings-inflation/) are, making their future super uncertain. It’s the responsibility of a marketer to advertise accurately and deliver on what they advertise, Rucker says, adding that he'd be surprised if the Super Bowl crypto ads have misleading messages because "that gets you into a whole pot of hot water." Even so, don't assume that if the game's commercial breaks are filled with celebs touting the advantages of crypto that you should run to buy Bitcoin. “A smart investment is an educated investment," says Tally Greenberg, head of business development at [Allnodes](https://www.allnodes.com/). So do your research and only invest what you can lose, she adds. Financial advisors [tend to say](https://money.com/bitcoin-gold-stocks/) that if you are going to invest in cryptocurrency, you should treat it as a long-term investment, and don't invest more than 5% of your overall portfolio (at the most). "The risks are not any less just because Matt Damon is putting his face on it," Halaburda says. ```json { "@context": "https://schema.org", "@graph": [ { "@type": "BreadcrumbList", "@id": "https://money.com/super-bowl-crypto-ads-investors/#breadcrumb", "itemListElement": [ { "@type": "ListItem", "position": 1, "name": "Home", "item": "https://money.com" }, { "@type": "ListItem", "position": 2, "name": "Investing", "item": "https://money.com/investing/" }, { "@type": "ListItem", "position": 3, "name": "Cryptocurrency", "item": "https://money.com/cryptocurrency/" }, { "@type": "ListItem", "position": 4, "name": "Can the Super Bowl Sell a New Generation of Investors on Crypto?" } ] }, { "@type": "WebSite", "@id": "https://money.com/#website", "url": "https://money.com", "name": "Money", "publisher": { "@id": "https://money.com/#organization" } }, { "@type": "WebPage", "@id": "https://money.com/super-bowl-crypto-ads-investors/#webpage", "url": "https://money.com/super-bowl-crypto-ads-investors/", "name": "Can the Super Bowl Sell a New Generation of Investors on Crypto?", "isPartOf": { "@id": "https://money.com/#website" }, "datePublished": "2022-02-10T17:14:38.000Z", "mainEntity": { "@id": "https://money.com/super-bowl-crypto-ads-investors/" }, "inLanguage": "en-US", "breadcrumb": { "@id": "https://money.com/super-bowl-crypto-ads-investors/#breadcrumb" }, "dateModified": "2024-01-10T17:15:34.000Z" }, { "@type": "Article", "headline": "Can the Super Bowl Sell a New Generation of Investors on Crypto?", "articleSection": "Investing", "image": [ { "@type": "ImageObject", "url": "https://img.money.com/2022/02/News-2022-Super-Bowl-Cryptocurrency-Ads.jpg", "width": 2880, "height": 1920, "caption": "News-2022-Super-Bowl-Cryptocurrency-Ads" } ], "author": [ { "@type": "Person", "name": "Mallika Mitra", "url": "https://money.com/author/mallika-mitra/", "@id": "https://money.com/author/mallika-mitra/#author", "description": "Mallika Mitra is a contributing editor for Money, based in Chicago. 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