Crypto exchange BingX has used sports partnerships as its main path to building relationships with users. That is what Pablo Monti, the company's communications and brand executive, said in an interview with Outset PR. The company renewed its agreement with Chelsea FC, of which it is the training kit sponsor, and is now entering the third year of the partnership. It also maintains ties with Scuderia Ferrari HP.
For Monti, who worked for years in the sports industry before moving to the crypto sector, these agreements go beyond brand exposure. The idea is to leverage the emotional bond that fans already have with the clubs and convert it into concrete actions for clients — such as taking VIP traders to Chelsea's training center or to the team's matches.
The executive told Outset PR that the strategy also changes according to the region. In Latin America, the use of stablecoins is the main driver of adoption, which guides both the exchange's communication and its in-person presence, often linked to football culture. In Brazil, BingX even carried out a Carnival activation.
Regarding communication in the sector, Monti criticizes the repetition of generic content by market spokespersons and argues that Web3 needs specialists more than generalists. He also believes that artificial intelligence helps process information on a large scale, but that, precisely because of this, the human perspective tends to gain value.
The full interview was published on the Outset PR blog.