Source: CoinDesk; CoinW
Compiled by: momo, ChainCatcher
Football is not just a sport, but a cultural symbol that transcends national boundaries - carrying the passion, loyalty, and identity of global fans.
CoinW Winning understands this well, leveraging this cultural phenomenon. CoinW hopes to go beyond mere exposure and establish trust, connection, and community identity across continents.
As a globally renowned cryptocurrency trading platform, CoinW has entered the sports sponsorship arena, aiming to win trust and create cultural resonance worldwide. Its most iconic move is the high-profile collaboration with one of the world's top football leagues - the Spanish Football LaLiga. Through this partnership, CoinW will bridge the gap between the Web3 ecosystem and mainstream sports culture, reaching new user groups through football's universal appeal.
Continuing this momentum, CoinW recently renewed its official partnership with the East Asian Football Championship (EAFF E-1 Football Championship) for the second consecutive year. The tournament brings together national teams from East Asia, with television broadcasts in China, South Korea, Japan, Thailand, Malaysia, Taiwan, and Hong Kong. Such extensive media exposure not only provides broad coverage but also provides CoinW with a credit endorsement in highly regulated markets.
And this is just the beginning of the symbiotic relationship between the "green field game" and the "crypto world".
Reshaping Sports Sponsorship: Fan Co-creation Practice in EAFF
The East Asian Football Championship, one of the most representative national team tournaments in Asia, was held from July 7 to 16 in South Korea, gathering representative teams from China, Japan, South Korea, Hong Kong, and Taiwan. The event was broadcast on 12 mainstream media platforms including CCTV5, Douyin, CCTV Video, Migu Video, RTHK, ELTA, U-NEXT, BGSPORTS, and Astro, reaching a cumulative audience of over 135 million.
As the event's official sole Web3 partner, CoinW not only utilized the golden visual positions on the green field, achieving brand exposure for all 12 matches with a total exposure time of 6,612 seconds, with an average of 66 seconds per match for the last eight key matches, but also enhanced brand recall through in-venue advertisements, special columns, and media linkage.
However, CoinW's strategy goes beyond "brand exposure". While most sports sponsorships are limited to logo exposure on field advertisements, player jerseys, and broadcast background boards, CoinW wants to reshape the sponsorship model.
CoinW continues to break traditional sponsorship boundaries, launching community-driven online activities and offline events that transform passive spectators into active participants in the Web3 world. Through multi-dimensional initiatives, CoinW is redefining how sports and blockchain can co-create and share experiences.
CoinW believes that competition itself is the anchor of fan emotions. Therefore, it breaks down this passion into a real-time participatory co-creation on social media.
For each key match, CoinW simultaneously launches multiple prediction games on the X platform, including champion predictions, team cheering, and ultimate showdowns. With rewards and original incentives driving engagement, every user click becomes fuel for secondary dissemination.
To keep the momentum in daily life, CoinW takes a step further: distributing limited-edition physical merchandise to KOLs and core community members - wearable, tangible trendy items, not just pixel avatars on the chain. The brand identity thus leaps from the screen to the streets, upgrading "sense of participation" to "sense of belonging".
When online enthusiasm peaks, CoinW, in collaboration with the Web3 education platform Neowave Academy, immediately follows up with an East Asian offline viewing party. In the real-world cheers of bars, malls, and campuses, the crypto trading platform confirms its identity: people supporting the same team, whether on-chain or off-chain, are part of the CoinW community.
Bringing online momentum offline, on July 12, coinciding with the focal match between China and Japan, CoinW and Neowave Academy created a "two-city linkage" example: a barbecue in a Chengdu villa, a dinner in Tokyo's Shibuya, cheering at the same kickoff time - fans recognizing each other in their cheers.
The Chengdu offline event attracted nearly a hundred KOLs, project founders, college clubs, and senior users, blending barbecue gathering, match viewing, and Web3 roundtable discussions, becoming an important practice point for CoinW's "education as infrastructure" concept. The synchronized Tokyo event focused on Japanese community users, combining interactive guessing and community UGC to achieve two-way content co-creation and cultural output.
"Web3 education and community building require real scenarios," the Neowave Academy founding team stated: "We hope to promote localized knowledge dissemination and deep user connections through the fusion of events, culture, and social interaction. CoinW is one of the few platforms in the Chinese-speaking market truly willing to invest resources in educational implementation."
Building a Social Viral Engine, Amplifying Brand Momentum
In an era of scarce attention, simply "posting on social media" can no longer leverage true volume. But in an age where everyone posts on Instagram, CoinW's approach is to make traffic self-rotate and emotions self-propagate. It transformed the entire East Asian Cup into a "social engine" with a built-in flywheel, allowing content, interaction, and viral spread to rotate on the same axis.
During the event, a "content flywheel" covering five major languages - Chinese, English, Korean, Japanese, and Thai - was launched on Twitter/X and Telegram. Hundreds of themed posts rolled and updated along the match rhythm, from real-time score predictions to women's football support posters, and on-site fan selfies, connecting users' emotional journey from "watching" to "participating".
CoinW also provided exclusive rewards for fans participating in predictions and audiences uploading stadium selfies, encouraging social media sharing.
These approaches were completely independent of the platform's simultaneous500,000 USDT Trading Competition, with one purpose: to let new users who have never touched crypto first play and then stay.
Additionally, three guessing topics initiated by CoinW sparked heated discussions in overseas communities, with multiple overseas KOLs and community bloggers spontaneously sharing and calling, driving content viral spread, with total platform-related topic exposure exceeding 4.8 million times.
Three Chinese Twitter Spaces were successively launched, conducting in-depth discussions around Web3 cultural perception, female perspectives, and sports crossover, gaining widespread attention and positive feedback.
According to CoinW's Strategic Cooperation Director Monika Mlodzianowska, the community feedback during the event was enthusiastic, with users actively discussing event mechanics, posting personal predictions, sharing creative UGC, and CoinW receiving numerous suggestions about products, events, and cultural participation methods.
From the streets of Chengdu and Tokyo to global social media timelines, CoinW wrote the passion of sports, community creativity, and Web3 freedom into the same roadmap: emotions captured, traffic self-rotating, with brands and users becoming co-engines of this flywheel.
