Earlier this month, ISpot.tv Inc. reported that spending by major crypto firms in the US dropped 99.9% to $36,000 in July. This figure marks the lowest expense value in more than a year and a half and is notably below a peak of $84.5 million in February 2022.

As such, the deal between Blockchain.com and Dak Prescott comes at a critical period for the industry and could revive its presence in television. The partnership marks the latest in a series of big deals for Prescott, who previously worked closely with Apple, Nike, Campbell Soup and others.