The NBA legend has partnered with Crypto.com to support educational and career development opportunities focused on Bitcoin and cryptocurrencies.
NBA star Lebron James and his Lebron James Family Foundation (LJFF) have partnered with cryptocurrency platform Crypto.com to launch a series of educational and professional training initiatives on Bitcoin, cryptocurrencies, and related technologies.
“Through this partnership, I promise that students and families will have a solid foundation in Web3 and the innovations behind decentralized applications based on blockchain that drive the future of many sectors, from finance to media and art”, second statement from Crypto.com on Friday.
LJFF’s “I PROMISE” program serves more than 1,600 students and their entire families with family programming and key resources to help them succeed in school and beyond. Among the program’s initiatives are Escola YO PROMETO, which created a new model of public education; Instituto YO PROMETO, which provides resources for higher education and family support; PROMISE Village serving transitional housing; PROMISE Housing, which offers long-term affordable housing; and House Three Thirty, where job training efforts and financial health programs are explored.
“Blockchain technology is revolutionizing our economy, sports and entertainment, the art world and the way we connect. I want to make sure that communities like the ones I come from are not left behind,” James said, according to the statement.
This is Crypto.com’s latest effort to push its brand into the mainstream. In November, Crypto.com paid more than $700 million to replace Staples as the title sponsor of the stadium in downtown Los Angeles, where James and the Los Angeles Laker play their home games. The company also signed a deal with Matt Damon to be the face of the brand in its latest advertising efforts.
However, Crypto.com’s efforts and multi-billion dollar investments appear to be misallocated. Earlier this month, the exchange suffered an attack that resulted in 400 compromised customer accounts and the loss of millions of dollars. Until the security breach was acknowledged, Crypto.com’s communication was criticized for being vague and unclear.