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Crypto Attempts a Super Bowl Comeback

Olivia Capozzalo & Denis Omelchenko
February 09, 2026

gm Defiers!

Today’s big story:

  • After a year that truly has taken the wind out of crypto’s sails, some in the industry decided it was time to return to one of the world’s most-viewed stages.

In other news:

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📈 Markets in the Past 24 Hours

TICKERVALUE24H
BitcoinBitcoin$69,130
-2.93 %
EthereumEthereum$2,041.75
-4.07 %
XRPXRP$1.41
-3.12 %
BNBBNB$629.52
-2.03 %
SolanaSolana$84.2
-4.45 %

Today’s Big Story

A Slideshow for Crypto

After a year that truly has taken the wind out of crypto’s sails, some in the industry decided it was time to make a mainstream comeback. Crypto finally tiptoed back onto the Super Bowl stage this year, blinking like someone who left the party early in 2022 and is now pretending nothing weird happened.

After multiple years of a notable absence of crypto Super Bowl ads — following FTX’s legendary Larry David “I don’t miss out” moment ad in 2022, just months before the exchange’s implosion — a few big names decided they were ready to be seen again in one of the world’s most-viewed events on TV.

The comeback kid was Coinbase. Once famous for turning the Super Bowl into a nation-wide reflex test with a bouncing DVD-style QR code that gifted $15 worth of Bitcoin for sign ups (also 2022), the exchange returned this year with a very different idea: a karaoke-style ad built around the Backstreet Boys’ 1997 hit “Everybody.”

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From Coinbase’s Super Bowl LX ad. Source: Coinbase

The pitch was that crypto is for everyone, especially people who still know the words to boy-band choruses from the Clinton era.

But Crypto Twitter, naturally, didn’t let this slide. Some declared Coinbase the winner of the unofficial “most cringe Super Bowl commercial” award. Token Relations chief executive Jacquelyn Melinek summed up the collective anxiety:

“coinbase's superbowl commercial was just a backstreet boys singalong? oh my god we're really going to zero aren't we.”

Others joked that after the latest market bloodbath, Coinbase “only had a $20 marketing budget for their SuperBowl Ad,” a tongue-in-cheek take on the perceived low effort of the ad. Coinbase, however, wasn’t alone in keeping things subtle.

Crypto.com also showed up this year, sort of. Fresh off reportedly paying about $70 million for the domain ai[.]com, the company ran an ad that leaned hard into artificial intelligence and barely mentioned crypto — truly a sign of the times.

And while strictly crypto ads were limited this year, scammers stayed busy as usual. Fake YouTube livestreams posing as Super Bowl broadcasts circulated throughout the game, looping Donald Trump clips and flashing QR codes promising giveaways that definitely weren’t real.

So while crypto was at Super Bowl 2026, it’s hard to say that it was a full revival as it looked more like a PowerPoint karaoke slideshow than a Michael Bay-directed spectacle.

Denis, staff reporter at The Defiant

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