Invest in Soft-Power

Move to a space that captures instant eyeballs, especially if you have missed the early train.

There is a difference between having a well-known brand and an influential one. FTX has made one of the most ambitious attempts to secure the latter.

Entering the American market late, the cryptocurrency exchange has sought to capture attention and influence by partnering with beloved sporting institutions, buying the naming rights to the Miami Heat's arena, and sponsoring MLB uniforms.