After flying under the radar for more than a decade, cryptocurrencies are finally facing official scrutiny – but why do we never find out?

Now a word from our sponsor. Or, maybe not.

Getting your brand on a billboard at one of the world’s biggest sporting events doesn’t come cheap.

Just ask It became the official cryptocurrency sponsor of the FIFA World Cup earlier this year in a deal that is said to have cost around US$40 million ($59.25 million) but will bring the name of the kit into the homes of more than 3 billion soccer fans worldwide.

The World Cup is far from the first sporting event has sponsored this year. (Reuters: John David Mercer/USA Today Sports )

Unfortunately, things did not go as smoothly as expected. For starters, Qatar banned cryptocurrencies nearly four years ago, so using or trading them is illegal. Then there’s the sticky human rights issue that emerged at the World Cup, leading some to call for the group to abandon its propaganda push. was in no rush on the promotion front. He put his name on the Los Angeles Lakers stadium for $700 million ($1.036 billion), signed a $100 million ($148 million) sponsorship deal with Formula 1, splashed money on soccer teams in Paris and Italy, and even earned $25 million. ($37 million) into his AFL.

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