The rebranding of Los Angeles’ iconic Staples Center to Crypto.com Arena in 2021 marked a significant milestone in the mainstream acceptance of cryptocurrency and blockchain technology. This high-profile naming rights deal brought unprecedented attention to the crypto industry at a time when the Ethereum price was at an all-time high and Bitcoin was rising. It signaled a shift in how traditional sports and entertainment venues align with emerging financial technologies.
Staples Center History
Staples Center opened its doors in downtown Los Angeles on October 17, 1999. Named after the office supply retail company Staples Inc., the arena quickly became a landmark in the city’s sports and entertainment landscape. For over two decades, it served as the home court for some of the most prominent sports franchises in the United States.
The Los Angeles Lakers, one of the NBA’s most storied franchises, have called the arena home since its inception. During their tenure at Staples Center, the Lakers won six NBA championships, cementing the venue’s place in basketball history. These championships came in 2000 against the Indiana Pacers, 2001 against the Philadelphia 76ers, 2002 against the New Jersey Nets, 2009 against the Orlando Magic, 2010 against the Boston Celtics, and 2020 against the Miami Heat (although the last one was played in the NBA Bubble due to COVID-19, it was celebrated at the arena). These championship runs were led by legendary players such as Kobe Bryant, Shaquille O’Neal, and Pau Gasol under the guidance of coach Phil Jackson.
The Los Angeles Kings of the NHL also made the arena their home ice, clinching two Stanley Cup championships in 2012 and 2014, defeating the New Jersey Devils and the New York Rangers, respectively. These victories marked the first two Stanley Cup wins in the franchise’s history, solidifying the arena’s place in hockey lore. From 1999 to 2024, the arena was also home to the Los Angeles Clippers, making it the only venue in the NBA to host two teams from the same league. The Clippers are set to move to their own arena, the Intuit Dome, in Inglewood for the 2024-25 season.
The Crypto.com Deal
On November 16, 2021, AEG, the owner and operator of the arena, announced a 20-year naming rights deal with Crypto.com, a Singapore-based cryptocurrency exchange platform. The deal, reportedly worth $700 million, is one of the largest naming rights agreements in sports history.
The renaming to Crypto.com Arena took effect on December 25, 2021, coinciding with a nationally televised NBA game between the Lakers and the Brooklyn Nets. As part of the agreement, Crypto.com also became the official cryptocurrency partner of the Lakers and the Kings.
Impact and Significance
The Crypto.com Arena deal represents a significant moment in legitimizing cryptocurrency and blockchain technology. By associating itself with one of the world’s most recognizable sports and entertainment venues, Crypto.com aimed to position itself and the broader crypto industry in the mainstream consciousness.
Kris Marszalek, CEO of Crypto.com, stated that the deal would be seen as the moment when crypto crossed into the mainstream, emphasizing the company’s ambition to become a top-20 global brand alongside names like Nike and Apple.
Cautionary Tale: FTX Arena
While the Crypto.com Arena deal has been successful thus far, the cautionary tale of FTX Arena in Miami is worth noting. In 2021, the cryptocurrency exchange FTX acquired the naming rights to the Miami Heat’s home arena in a 19-year, $135 million deal. However, following FTX’s bankruptcy in November 2022, Miami-Dade County terminated the naming rights agreement and quickly removed all FTX branding from the venue.
The FTX situation reminds us of the volatility and risks associated with the cryptocurrency industry, even as it gains more mainstream acceptance through high-profile sponsorships and naming rights deals.
Memorial Statues
The area outside Crypto.com Arena, known as Star Plaza, features several statues honoring sports legends, further cementing its status as a shrine to athletic excellence. Kobe Bryant, the late Lakers star, is set to be honored with three statues. The first, unveiled on February 8, 2024, depicts Bryant in his No. 8 jersey, pointing skyward after his 81-point game. A second statue, unveiled on August 2, 2024, shows Bryant with his daughter Gianna, celebrating his role as a “Girl Dad”. A third statue, yet to be unveiled, will feature Bryant in his No. 24 jersey.
Other statues include Shaquille O’Neal dunking, Magic Johnson in his iconic no-look pass pose, Wayne Gretzky in action on the ice, Jerry West, Kareem Abdul-Jabbar performing his signature skyhook, Elgin Baylor in mid-dribble, Luc Robitaille, Oscar De La Hoya, and legendary Lakers broadcaster Chick Hearn behind a desk with a microphone. These statues are permanent tributes to the athletes and personalities who have significantly contributed to Los Angeles’s sports history.
As Crypto.com Arena continues to host world-class sports and entertainment events, it stands as a testament to the growing intersection of traditional institutions and emerging financial technologies. The success of this naming rights deal may pave the way for further integration of cryptocurrency and blockchain companies into the sports and entertainment landscape while also serving as a reminder of the importance of due diligence in such partnerships. The arena’s rich history, from its beginnings as Staples Center to its current incarnation as Crypto.com Arena, reflects the evolving nature of sports, entertainment, and finance in the 21st century.