KuCoin, a leading global cryptocurrency exchange, has announced a landmark partnership with professional golfer Adam Scott, who will serve as its first-ever Global Brand Ambassador. The collaboration, revealed on September 10, 2025, marks KuCoin's inaugural entry into professional sports sponsorships, aligning with Scott's reputation for trust, precision, and resilience.
Adam Scott, the 2013 Masters champion and former world number one golfer, expressed enthusiasm for the role, stating, "It is an honour to partner with KuCoin as their first Global Brand Ambassador. I firmly believe that cryptocurrency will play an important role in the future of finance, and I am personally interested in how it empowers people worldwide." KuCoin CEO BC Wong emphasized the shared values, noting Scott's reliability, integrity, and consistency as key factors in the decision.
The move comes amid a surge in crypto-sports sponsorships, with total spending rising 20% year-over-year to $565 million, driven by major players like Crypto.com, Coinbase, and OKX. Unlike typical crypto sponsorships in soccer or Formula One, KuCoin's choice of golf and a globally respected athlete like Scott represents a strategic shift toward emphasizing trust and stability, reflecting a recovery from the 2022/23 crypto winter.