National rugby captain Siya Kolisi will lead an educational ad campaign on cryptocurrency for two years in South Africa.
The Springbok leader has partnered with cryptocurrency exchange Luno to launch the campaign, which will feature a series of TV ads promoting a long-term investment stance toward cryptocurrency.
Kolisi was at the front and center of the new campaign’s first ad, which aired during the Springboks’ third rugby tournament match against Australia on Saturday.
The light-hearted ad features the powerful winger being put in place 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 highlights the allure of Luno’s efforts to make crypto investment available to new users unfamiliar with the space:
“Like many South Africans, I am new to investing in cryptocurrency, so I had to do some research before deciding to partner with Luno. I would love for Luno to focus on providing education to new crypto investors like myself so that we can make better financial decisions in the long run. “.
Marius Ritz, Luno’s General Manager for Africa, highlighted the current downturn across the cryptocurrency markets as a prime example for investors to scale back and focus on long-term investing in the space:
“When minimizing, the ups and downs do not alter the fundamental potential of cryptocurrencies to improve the global financial system, which is what underpins their long-term value. The long game in cryptocurrency means holding on rather than trading.”
Ritz added that investors can better deal with price changes in the short term by looking at the long-term outlook, given that the space is still in its infancy.
Luno, a well-known South African cryptocurrency exchange and trading platform, previously worked with Springbok Rugby Director Rassie Erasmus on another ad campaign that taught users how to “process” Bitcoin (BTC).
The company also announced a lucrative and potential industry-first sponsorship for the Sunshine Tour African golfer of the Order of Merit in May 2022. The top three golfers in the ranking at the end of the season will receive a large prize money paid in BTC.