The world of crypto-sports partnerships, once a whirlwind of flashy endorsements and impulsive deals, has undergone a dramatic transformation. What was once a chaotic playground of celebrity hype and speculative ventures has matured into a more calculated, reputation-conscious arena. The scars left by past missteps—scams, failed projects, and damaged credibility—remain visible, prompting both athletes and industry leaders to rethink their approach.

Today, caution is the new currency. Athletes are no longer simply lending their names; many are demanding transparency, conducting thorough due diligence, and aligning only with projects that demonstrate long-term value and integrity. Crypto firms, in turn, are recognizing that trust and sustainability matter more than short-term buzz. This shift signals the beginning of a more strategic and responsible era—one where credibility is as crucial as innovation.

Aaryn Ling, head of branding at BTCC Exchange, is at the forefront of this evolution. In a recent discussion, she addressed the ethical concerns surrounding athletes endorsing crypto projects they may not fully understand.

“It’s a fair concern,” Ling said. “Athletes don’t need to be crypto experts, but they do need to research a project’s track record, reputation, and real-world usage.”

According to Ling, the age and history of a crypto project are key indicators of its stability. While the space is still relatively young— bitcoin ( BTC) has only been around for 16 years—she noted that a project with a decade-long track record often signals trustworthiness.

This philosophy guided BTCC’s decision to partner with NBA player Jaren Jackson Jr. as its global brand ambassador. The collaboration, which helped BTCC expand its presence in the sports world, was built on shared values. Ling emphasized that Jackson Jr. took the time to understand the exchange’s history, making the partnership both responsible and impactful.

The move toward more thoughtful collaborations is a direct response to the era of widespread scams and platform failures. The collapse of FTX and its ties to high-profile figures like Tom Brady served as a wake-up call for the entire industry. Athletes are now acutely aware of the financial and reputational risks of endorsing projects without proper vetting.

Ling also pointed out that while celebrity ambassadors can make crypto projects more approachable, they are only the beginning. Investors and users still bear the responsibility of doing their own research.

“It’s still up to investors to do their own due diligence—look into the project’s track record, transparency, and real utility before making any decisions,” she said.

Ling added that investors should assess whether a celebrity’s values align with the project they’re endorsing. If there’s alignment, it’s a strong signal that the partnership is genuine and not just financially motivated.

For sportspersons considering crypto endorsements, Ling recommends treating the opportunity like any long-term brand deal or investment.

“Start with the basics: How long has the project been around? Is the product actually working and tested in the market? Does it offer real, tangible value—or is it just hype? These are simple questions, but they reveal a lot,” she explained.

In response to a wave of celebrity-backed crypto scams and pump-and-dump schemes, some jurisdictions have introduced targeted regulations for so-called “finfluencers”—financial influencers who promote investment products, including digital assets. These laws aim to hold public figures accountable for the products they endorse, ensuring promotional content meets transparency and compliance standards.

By tightening oversight, regulators hope to curb the misuse of celebrity influence in misleading campaigns that have cost retail investors millions. Ling told Bitcoin.com News she supports these measures, noting they protect not only investors but all parties involved.

“Regulation absolutely has a role to play. It helps protect investors, ambassadors, and platforms by creating clear standards around transparency and accountability,” Ling said.

As crypto continues to go mainstream, she added, regulation ensures that partnerships are built on trust—not just visibility.

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