Cryptocurrency platform Blockchain.com on Wednesday has expanded into American football after partnering with the Dallas Cowboys in an effort to expand customer reach, according to a blog post. Roughly 20% of U.S. consumers have crypto, said Blockchain.com Co-Founder and CEO Peter Smith. In order to reach the rest, "we need to partner with trusted brands to help educate consumers and meet them where they are.," he added. Furthermore, "we’ll start with stadium and in-game activations, in which fans have a never before seen experience using crypto and web3 as part of their gameday experience," said Smith. Blockchain.com joins a handful of other crypto firms that have engaged in sports sponsorship deals to boost customer engagement, including Crypto.com (CRO-USD), Voyager Digital (OTCQX:VYGVF) and FTX. At the beginning of April, Blockchain.com raised more capital at a valuation of $14B.
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