Golden Finance reported that the 2025 US largest sports event, Super Bowl LIX, lacks a large number of ads from cryptocurrency companies, and in the 2022 game, cryptocurrency companies' advertising dominated the broadcast 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 reached so far in 2025, with an average value of $4.3 million, and There were 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 ("Juventus"), worth approximately $50 million. "In line with our strategic investment in Juventus, Tether will become a new technology and mature sports such as digital assets, artificial intelligence and biotechnology," said Paolo Ardoino, CEO of Tether, in a statement. The pioneer of industrial integration promotes global change.