Branding

Renaming of LA Staples Center to 'Crypto.com Arena' Shows Digital Currencies' Bidding for Awareness

There's no wistfulness for the office supplies brand, but the generic dot-com moniker may not amount to more than a short-term marketing play

staples-center-crypto-com-2021 — The official home of the NBA’s Los Angeles Lakers and LA Clippers, the NHL’s LA Kings and the WNBA’s Los Angeles Sparks is being rebranded for a cryptocurrency platform. crypto.com

November 17, 2021

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As cryptocurrency continues its rapid ascent into the financial consciousness of investors, the brand Crypto.com is aiming to burnish its rather generic identity into the minds of consumers by taking over the naming rights of the soon-to-be former Staples Center in Los Angeles.

David Kaplan

@davidakaplan
david.kaplan@adweek.com

David is Adweek's performance marketing and brand marketing editor.

Branding

Renaming of LA Staples Center to 'Crypto.com Arena' Shows Digital Currencies' Bidding for Awareness

There's no wistfulness for the office supplies brand, but the generic dot-com moniker may not amount to more than a short-term marketing play

David Kaplan

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David Kaplan