WASHINGTON, D.C. — Terra may be on the ropes after last week’s dramatic death spiral, but the cryptocurrency’s name is still loudly emblazoned on the ballpark of Major League Baseball’s Washington Nationals.
As the team wrapped up a series against the visiting Houston Astros on Sunday, CoinDesk went to see if the $38.5 million advertising deal had worked. Were people at the ballpark aware of Terra? Had anyone bought the asset, now worth far less than a penny, when it was trading at $115 on opening day just a few months ago?
Responses from the stadium’s employees and patrons would suggest not. Few had heard of Terra’s demise despite the attention it’s captured in the cryptosphere, with even fewer owning the asset, or any cryptocurrency altogether. One elevator operator said Terra was Latin for “dirt.”
Nevertheless, Terra may be a name Nationals fans eventually come to recognize. In February, LUNAtics rubber stamped a proposal to place the blockchain’s name on in-stadium branding for the next five years, with payment for the deal being made up-front and in U.S. dollars.
The deal includes Terra’s logo being stitched into the high-priced seats behind home plate, which are highly visible on the broadcast, as well as the naming rights to the “Terra Club,” the stadium’s all-inclusive dining lounge reserved for luxury fans.
Whether the Nationals hold up their end of the deal remains in the air, as do plans to accept payments in UST slated for next season. Representatives of the franchise declined CoinDesk’s repeated request for comment, and were not available for interviews at Sunday’s matchup.
Crypto entities seeking out sports sponsorships like the National’s deal with Terra have been a regular occurrence in the past year. Another MLB sponsorship was from the crypto exchange FTX, whose logo could be seen on the uniforms of the game’s umpires. While the Nationals deal with Terra isn’t the only protocol tie-up in the league (Mets/Tezos, for example) it’s certainly the first high-profile blow up.
But corporate sports sponsorships have a storied history of going south. Enron Field (a $100 million naming-rights deal that lasted just two of its intended 30 years) and Webvan (whose logo remained on 42,000 cupholders long after it went bankrupt in the 2001 dot-com crash) are notable marketing flops.
That’s not to say the Nationals faithful were completely in the dark about Terra. One man seated in the Terra Club was well aware of the multi-billion dollar implosion; on Sunday he was telling his friends how that one coin went to zero.