Crypto Exchange Bitget Pledges $20 Million for World Cup

Bitget wants to tap the power of football and Lionel Messi to bring more people into the crypto space.

Lionel Messi wearing Bitget t-shirt and holding phone with Bitget logo on
  • In this ongoing bear market, Bitget will invest $20 million in FIFA World Cup advertising
  • Bitget’s campaign will feature its partner – soccer star Lionel Messi
  • Four billion people tune in to watch FIFA’s World Cup every four years

Bitget, a leading crypto trading platform, has committed to investing heavily in the FIFA World Cup 2022 in Qatar. The exchange will invest $20 million in the worldwide event in an effort to raise awareness and bring more people into the crypto space.

Bitget is doubling down on its soccer bet after recently partnering with international superstar Lionel Messi. The Argentinian soccer legend will be the face of the company’s campaign, featuring the brand film Make it Count.

“Working with a legend like Messi inspires us at Bitget to perform our best and be humble at the same time,” said Gracy Chen, Managing Director of Bitget. “We would like to follow Messi’s footsteps to keep breaking our own limits and constantly improve our platform for our users,” she added.


Being one of the most recognizable faces on the globe, Messi could help boost the platform’s brand recognition,  re-engage with the market, and ultimately attract more users.

Potential Audience of 4 Billion

The move is part of Bitget’s strategy to expand its international presence and position itself as a strong player in the crypto market. Soccer is one of the most popular sports globally, with almost four billion people tuning in to watch the World Cup every four years. This gives exchanges like Bitget a unique opportunity to reach potential users on an international scale and build their brand across the globe.

Bitget is not alone in its soccer play. Binance, the biggest exchange by trading volume, has partnered with soccer star, and Messi’s rival, Christiano Ronaldo.


The move comes during the ongoing crypto winter when most crypto firms are scaling back their advertising efforts. However, the recent collapse of the major exchange FTX has created an opportunity for exchanges to expand their market share.

On the Flipside

  • Huge bets on advertising or sports deals did not always pay off for crypto exchanges. FTX famously spent $135 million on the naming rights for the Miami Heat Arena, before going bankrupt. 

Why You Should Care

Advertising could help get more people into trading crypto, boosting market demand and lessening the impact of the crypto winter.

Read more about Binance’s campaign with Christiano Ronaldo:
Cristiano Ronaldo and Binance Partner for CR7 NFT Drop

Read about the not-so-successful partnerships between crypto and sports:
FTX Contagion In Sports: Teams And Athletes Rush To Terminate FTX Deals

This article is for information purposes only and should not be considered trading or investment advice. Nothing herein shall be construed as financial, legal, or tax advice. Trading forex, cryptocurrencies, and CFDs pose a considerable risk of loss.

Alex Costa

Alex Costa is a crypto writer and investor specializing in researching, analyzing and reporting on promising small-cap projects that are gaining traction in the industry. He has been in crypto since 2018, when he began looking for hidden gems in crypto. Today, he is dedicated to finding the next top performing NFTs and tokens.