Arguably the basketball GOAT, LeBron James has stamped his legacy in the game as an absolute beast. Even approaching 40 years of age, he has secured his 18th straight All-Star appearance this season, and is averaging nearly 30 points, 8 rebounds, and 6 assists per game this season.

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Not sure how LeBron’s back is feeling as he has carried the Lakers this season to a middling 9th place in the western conference. However, the crypto community can expect to see more of James this season, as the star has signed a multi-year deal that includes the LeBron James Family Foundation (LJFF).

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Hitting The Hardwood: The LeBron James Family Foundation

In a press release on the Crypto.com website published today, the exchange announced the latest partnership with LJFF and detailed it’s approach. The two partners will take an educational approach in their collaborative work, honing in on educational and workforce development opportunities throughout Web3.

The partnership will exist as an extension of the LJFF’s ‘I Promise’ program, the hub for some of the most tangible community impacts that are tied to the James’ family name. The I Promise program includes a scholarship, the ‘I Promise Institute’, and a ‘I Promise School’ in LeBron’s hometown of Akron, OH.

In a statement included in the press release, LeBron James stated that “blockchain technology is revolutionizing our economy, sports and entertainment, the art world, and how we engage with one another. I want to ensure that communities like the one I come from are not left behind.”

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Financial education and understanding for youth has been an emphasized pillar for the program lately, exhibited by the Foundation’s new pilot program with JPMorgan Chase earlier this month. Don’t be surprised to see today’s partnership continue to piggyback off of those efforts.

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Crypto.com’s Continued Investment In Sport

Crypto.com took 2021 by storm, aggressively pursuing opportunities in sport sponsorship in a cutthroat race to gain market share. The exchange closed last year on a high-note, ringing in a massive new naming rights deal with the Lakers home venue – formerly Staples Center. Competitors FTX and Coinbase were also aggressive last year, with Coinbase signing a league-wide deal with the NBA and FTX securing Miami Heat arena naming rights, securing Tom Brady and Steph Curry as ambassadors, and more.

This latest deal shows Crypto.com’s continued investment in sports and entertainment to start the year, and also checks a philanthropic box given the program’s focus around financial education for youth, and broader community-building. “LeBron James and his foundation have been pioneers in truly transforming the lives of those in his community through education,” stated Crypto.com CEO and Co-founder Kris Marszalek.

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