KuCoin has named Adam Scott its Global Brand Ambassador in a deal that will tie a major crypto exchange to one of golf’s best-known players.
According to the company, the agreement runs for a three-year term and is worth an eight-figure sum. The move marks a clear push by a crypto firm into pro sports, and it comes as exchanges chase new audiences beyond trading floors.
According to reports, Scott turned pro in 2000 and has more than 30 professional wins to his name. He won the Masters Tournament in 2013, reaching World No. 1 in 2014, and has been noted for an unusually long streak of major entries — 97 consecutive major championships at the time of reporting.
Fans saw this as a signal that KuCoin wanted credibility and calm steadiness in a brand face. Industry observers say the choice of a golfer is different from the usual soccer and motorsport tie-ups.
It’s official. KuCoin welcomes golf icon Adam Scott as our Global Brand Ambassador
Golf is about integrity, precision, and resilience, the same values we live by at KuCoin. Adam Scott shows them on the course, just as we uphold them in building a trusted crypto platform.… pic.twitter.com/w8OvSBP18V
— KuCoin (@kucoincom) September 10, 2025
Reports have disclosed that crypto sponsorship spending climbed about 20% year-on-year to roughly $565 million, reflecting heavier marketing bets by crypto companies across sports.
Most of that money landed in soccer and motorsports. Golf deals, while not unheard of, are rarer. That makes KuCoin’s bet on Adam Scott stand out, given his long career and global fan base.
For casual fans, the tie may mean more ads during tournaments and a stream of branded content. For serious followers, it may mean new events, meet-and-greet promotions, or charity work backed by the exchange.
According to the company release, KuCoin plans global campaigns that position Scott as a face of the brand. The company argued that Scott’s values match the image it wants to present — steadiness, precision, and a long record of performance.
Marketing, Money And RegulationThe industry is watching how regulators will react to more visible crypto sponsorships. Advertising rules in some markets are changing; several countries have tightened how crypto is promoted to ordinary people. KuCoin’s move could prompt scrutiny where local rules are strict.
Scott said he is curious about crypto and its potential role in finance and payments, and he is open to helping explain parts of it to a wider public.
Featured image from PGA Tour, chart from TradingView
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