At the time, the exchange was one of the fastest-growing firms in the crypto space, arranging many sponsorship deals, including renaming Los Angeles’ Staples Center to the Crypto.com Arena — the backdrop for Eminem’s video.

Crypto.com, a Singapore-based platform with over 80 million users, has established itself as a globally recognized brand by forming partnerships with iconic figures and acquiring the naming rights to the Staples Center in a 20-year deal valued at $700 million. Despite these achievements, the company faced the 2022 market downturn, prompting a reduction in sports sponsorships and a 40% staff cut that year, followed by an additional 20% in 2023.