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Why sports sponsorship is unlikely to save cryptocurrency firms from 'crypto winter'

By Andrew Urquhart, Professor of Finance & Financial Technology, ICMA Centre, Henley Business School, University of Reading

If you have been watching the Fifa World Cup in Qatar closely, you will have noticed the advertising on the hoardings around the pitch. Alongside the usual names – Adidas, Coca-Cola, Visa – there are some new ones, including Crypto.com, the Singapore-based cryptocurrency and payment platform.

Crypto firms’ use of celebrities has become notorious of late but…

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