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  • Inc.

    FIELDS OF SCHEMES

    Mar 15, 2022 3 minutes
    –BILL SHAPIRO
    ILLUSTRATION BY PABLO DELCAN

    hen L.A.’s pleasantly alliterative Staples Center was renamed the goth-tinged Arena in late 2021, some fans considered it an upgrade. After all, the $700 million deal meant LeBron’s house would no longer be sponsored by the purveyor of Post-its-but by one of the hottest startups in the rapidly growing crypto economy. has signed deals with sports teams (Paris Saint-Germain) and leagues (Serie A, Fl) across the globe-a strategy designed to quickly spread brand recognition. And yet longtime stadium-name watchers remain cautiously pessimistic. After all, pricey,

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