Instead, the platform encourages users to do their own research, and trust in themselves when it comes to investing in cryptocurrencies.

From NFL players accepting their salaries in cryptocurrency and Tom Brady founding his own nonfungible token (NFT) marketplace to the NFL providing Super Bowl attendees with customized NFTs, the National Football League and the blockchain community seem to have embraced each other.

As Super Bowl LVI approaches this Sunday, there is one thing fans can be sure to expect: crypto ads. One marketing campaign led by Binance, the largest global exchange by trading volume, warns fans about taking these anticipated crypto commercials to heart, and uses celebrities to make its point.

Last week, Binance released its first video featuring Miami Heat forward Jimmy Butler who said that “I can give you advice on a lot of things. Your money isn’t one of them.” He warns viewers that they will be told “to get into crypto” by a lot of people, but should heed that call by doing their own research. The campaign’s slogan is “trust yourself” instead of trusting the celebrities on screen.

This series of ads are calling upon game spectators to sound Binance’s #CryptoCelebAlert at CryptoCelebAlert.com for every commercial aired during the game with a celebrity talking about crypto. An incentive to do so includes the ability to claim one of 2,222 POAP NFTs featuring Jimmy Butler.

The latest celebrity to join the campaign is reggaeton star J Balvin. In his video released Monday, he said, “Don’t ask me” about crypto because he is learning too. He even admits to feeling “dumb” about being looked to for crypto advice.

Via a VIP-filled partnership, Binance’s ultimate aim appears to be to direct new users to its own platform, as well as to the educational crypto primer tools on its website. According to the company, the campaign’s next protagonist will be mixed martial arts fighter Valentina Shevchenko.