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Marszalek told the Los Angeles Times in November that revenue was up 2,000% in the last year and that the company became profitable in early 2021, though he did not provide specific numbers. Today, it has 3,00 employees and 10 million users.Ĭ does not disclose its financials. In March 2020, had just 300 employees and less than 2 million users, according to numbers published by the company. In April, Coinbase, the most recognizable cryptocurrency exchange in the US, went public, further legitimizing the industry.īy the time the Staples Center opportunity came around this summer, Kalifowitz said, the companies he reached out to were starting to feel more comfortable working with a crypto startup.Ĭ makes most of its revenue from transaction fees on its cryptocurrency trading platform, former employees told Insider, but it's best known for its sleek, metal crypto debit card, which lets users spend crypto in the real world without having to convert it into the local currency.Īnd while it's still a new brand to most Americans, its global business has steadily picked up over the last year and a half. In March, the cryptocurrency exchange FTX announced a $135 million, 19-year naming rights deal in Miami at the stadium formerly known as American Airlines Arena. That changed this spring as the price of bitcoin surged past $60,000 per coin, and other cryptocurrencies grew in value with it. "People wouldn't reply," Kalifowitz told Insider. When Steven Kalifowitz joined as its chief marketing officer in 2020, his efforts to strike partnership deals were usually met with a cold shoulder. Here's how the once-obscure startup and its CEO combined ambitious dealmaking, lucky timing, and a bent for splashy moves to score a marquee deal it hopes will bring a giant payoff. By affixing his giant letters to the stadium, Marszalek is giving those hopes a more tangible - but hardly more permanent - manifestation. Of course, like the exotic crypto coins surging to record highs today, the success of Marszalek's startup is underpinned largely by a collective faith Faith in the game-changing potential of digital currencies and faith that the values of Bitcoin, Ethereum and other cryptocurrencies don't crash. The deal means the company's logo will now be omnipresent at the Los Angeles venue - home to the Lakers, the Kings hockey team, the Grammy awards and numerous concerts - boosting 's name recognition in the US market, where it has lagged better known apps like Coinbase, Square and Robinhood. Without the cash and cachet of big venture capital firms, Marszalek crowdsourced 's funding through an initial coin offering and parlayed the money into a string of shrewd bets and marketing moves.
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Yet if 's brief history is any guide, the deal could represent another coup in the improbable success story of Kris Marszalek, a Polish-born entrepreneur with a spotty business history who launched the company in Hong Kong. Inevitable jokes and comparisons to other famously ill-fated stadium naming deals, like Enron Field, ensued. For many Americans, the announcement was the first time hearing of, a 6-year-old startup whose name evokes a technology still widely associated with get rich quick schemes and criminal activity. If the pricey name change seemed to come out of left field, the name itself caused even more bewilderment. Just weeks earlier, had paid a reported $700 million for the right to supplant Staples as the stadium's official name, a surprise deal believed to be the largest venue naming rights deal ever. The letters on the signs and napkins are no small matter. Not to mention all of the COVID-related signage around the building reminding people to wear their masks and wash their hands - all printed on paper embossed with the Staples logo. Then there were the business cards, the email addresses, and the napkins. The storied home of the Los Angeles Lakers basketball team had just one month to redo its signage - declaring its new identity as Arena - and there was no time to spare.įirst there were the brightly lit signs on the front of the stadium - whose red lettering would soon be replaced with an incandescent blue - and the logo on the roof, visible from flights heading in and out of LAX airport. It was the day before Thanksgiving, and workers at the Staples Center stadium were scrambling. This story is available exclusively to Insider subscribers.