National rugby captain Siya Kolisi will lead a two-year educational cryptocurrency advertising campaign in South Africa.
The Springbok skipper has teamed up with global cryptocurrency exchange Luno in rolling out the campaign, which will include a series of TV adverts promoting a long-term investing attitude towards cryptocurrencies.
Kolisi was at the center of the first advert of the new campaign, which aired during the Springboks’ third game of the Rugby Championship against Australia on Saturday.
The light-hearted ad features the muscular flank put through its paces by a personal trainer while drawing parallels between his long-term game plan for his rugby career and financial planning.
A statement from the Springbok captain highlighted the appeal of Luno’s efforts to make cryptocurrency investing accessible to new users unfamiliar with the space:
“Like many South Africans, I am new to crypto investing, so I had to do some research before deciding to partner with Luno. I love that Luno is focused on educating new investors into crypto like me so we can make better long-term financial decisions.
Marius Reitz, Luno’s Managing Director for Africa, pointed to the current downturn in cryptocurrency markets as a prime example for investors to zoom out and focus on long-term investing in the space:
“When you zoom out, the highs and lows do not change the fundamental potential of crypto to improve the global financial system, upon which its long-term value is based. Long play in crypto means holding rather than trading.
Reitz added that investors can better manage short-term price swings by considering the long-term outlook, given that the space is still in its infancy.
Luno, a well-known cryptocurrency exchange and trading platform in South Africa, previously worked with Springbok rugby manager Rassie Erasmus in another ad campaign that taught users how to attack” to Bitcoin (BTC).
The company also announced a lucrative and potential industry-first sponsorship of the African Sunshine Tour golf Order of Merit in May 2022. The top three ranked golfers at the end of the season will receive awards. important paid in BTC.
