The Super Bowl, the biggest sporting event in the US, is not just a major moment for the global sports community. It is also one of the most-watched TV broadcasts and a prime stage for brands to deliver their messages.
In recent years, crypto firms actively used the Super Bowl for advertising. This year, however, they were nowhere to be seen. What changed?
Super Bowl Without Crypto
Unlike previous years, cryptocurrency companies were notably absent from Super Bowl advertising slots in 2025.
Sponsored
Big names, including leading US crypto exchanges, confirmed they opted out of Super Bowl advertising this year and did not allocate a budget for it—citing various reasons.
Coinbase has shifted its focus from splashy Super Bowl commercials to lobbying efforts and supporting pro-crypto politicians. Meanwhile, Kraken, the second-largest crypto trading platform in the US, is rethinking its marketing strategy, calling the Super Bowl too US-centric for its global ambitions.
“The Super Bowl is a very U.S.-centric event, and the next wave of crypto users will come from all around the world, not just the United States,” said Mayur Gupta, Chief Marketing Officer at Kraken, in a statement to Fox Business.
“If the last wave of crypto marketing was all about hype and FOMO (Fear of Missing Out), this current wave has to be rooted in education and awareness for the substance and true value proposition of crypto as a movement that will bring financial freedom and inclusion.”
Crypto ETF Skip Super Bowl
And it wasn’t just crypto exchanges — crypto ETF issuers also chose not to advertise during the Super Bowl, even though they regularly run TV commercials.
One reason for this absence was reportedly timing. Last year, nearly all Super Bowl ad slots on major networks like Fox and CBS were sold out months before the SEC approved various crypto ETFs, leaving issuers without the opportunity to buy airtime.
Shift to AI-driven Campaigns
On the other hand, the absence of crypto-focused promotions at the most watched US TV event, reflects broader shifts in the industry.
Just a few years ago, Sam Bankman-Fried’s FTX was among the most aggressive Super Bowl advertisers, spending $6.5 million on a single TV ad in 2022. That same year, Coinbase and Crypto.com poured tens of millions into Super Bowl campaigns.
Crypto’s retreat has opened the door for AI-driven ads, with OpenAI running its first-ever Super Bowl commercial, highlighting humanity’s greatest inventions and scientific breakthroughs.
Why This Matters
Crypto’s absence from the Super Bowl reflects a shift in the industry, moving away from broad marketing towards a focus on regulation, lobbying, and more strategic advertising.
