Internet reports that the Super Bowl LIX, the largest sporting event in the United States in 2025, lacks a large number of advertisements from cryptocurrency companies, and in the 2022 game, cryptocurrency company advertisements once dominated the radio waves. However, cryptocurrency companies have not lost their appeal to sports fans. According to the Financial Times, citing marketing agency SportQuake, more cooperation agreements have been signed between cryptocurrency companies and sports organizations in 2025:22 transactions have been concluded so far in 2025, with an average value of $4.3 million, compared with only 18 transactions in the same period last year, with an average value of $2.6 million. Notable collaborations include Tether's acquisition of a minority stake in Italian football team Juventus ("Juve"), worth approximately US$50 million. Tether CEO Paolo Ardoino said in a statement: "In line with our strategic investment in Juve, Tether will be a pioneer in the integration of new technologies such as digital assets, artificial intelligence and biotechnology with mature sports industries, driving global change.