KuCoin Announces Partnership with Golf Star Adam Scott
KuCoin has announced that it has signed golf legend Adam Scott as its first global brand ambassador. This partnership marks the exchange’s first venture into professional sports sponsorship, reflecting its intention to reach a broader audience.
An announcement released on September 10 revealed the collaboration with Scott, the 2013 Masters champion and a former world number one. KuCoin emphasized that this partnership is founded on a mutual commitment to trust and precision.
As per the release, Scott, known for his impressive consistency and long-standing career on the PGA Tour, is expected to spearhead several global campaigns for the platform.
“It is an honour to partner with KuCoin as their first Global Brand Ambassador. I firmly believe that cryptocurrency will play an important role in the future of finance, and I am personally interested in how it empowers people worldwide. I am looking forward to working closely with KuCoin as we build something special together,” Scott stated.
This deal comes at a time when the relationship between cryptocurrency and professional sports is deepening, although KuCoin’s selection of sport and ambassador contrasts sharply with the prevailing trends in the industry.
According to a recent report from sports marketing firm SportQuake, total spending on crypto-related sports sponsorships surged by 20 percent year-on-year, reaching $565 million.
The landscape is dominated by high-value agreements in soccer and Formula One, with Crypto.com emerging as the top spender in this space at $213 million, followed by Coinbase and OKX. Soccer continues to be the most popular sport for crypto sponsorships, accounting for 20 out of the 34 new deals this period.
This wave of spending signifies a robust recovery from the crypto winter of 2022/23, which saw the collapse of high-profile entities like FTX, nullifying hundreds of millions in agreements with leagues such as Major League Baseball and Mercedes-AMG Petronas F1.
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The ensuing rebound has been marked by assertive new players, including Gate.io, which escalated its sports sponsorships from zero to $53 million within just a year. As SportQuake anticipates, this upward trend is likely to propel total crypto sports sponsorship expenditure in the 2025/26 season near its previous high of $685 million, indicating a complete recovery and the arrival of new market participants.
