CoinEx Leverages World Cup for Global Brand Consolidation
Event summary
- CoinEx launched a unified global campaign during the 2026 World Cup, integrating visual identity, community engagement, and product storytelling.
- The campaign included a branded jersey worn by users in over 200 countries, reinforcing brand belonging.
- Visual consistency was maintained across posters, videos, jerseys, and social media content to strengthen global recognition.
- Content formats ranged from jersey unboxing videos to match predictions and football-themed wealth management materials.
The big picture
CoinEx’s World Cup campaign reflects a strategic shift in crypto marketing, moving from one-off promotions to cohesive, long-term brand experiences. As the industry matures, exchanges are increasingly focusing on emotional connections and visual consistency to differentiate themselves in a crowded market. With over 10 million users across 200+ countries, CoinEx’s approach highlights the importance of global branding in attracting and retaining a diverse user base.
What we're watching
- Brand Loyalty
- How CoinEx’s long-term brand-building efforts will translate into sustained user engagement and platform loyalty.
- Global Expansion
- Whether the campaign’s success can be replicated in other high-profile international events to further solidify its global presence.
- Content Strategy
- The pace at which CoinEx will innovate its content formats to maintain community interest beyond sports-related campaigns.