On July 23, 2025, the globally leading crypto asset trading platform CoinW announced that, with the successful conclusion of the East Asian Football Championship (EAFF E-1 Football Championship), the series of brand marketing and community co-creation activities built around the event have achieved results beyond expectations.
As the official partner of the East Asian Football Championship (EAFF E-1 Football Championship) for two consecutive years, CoinW has not only deeply integrated its Web3 brand image into Asia's top football arenas but also created a new paradigm for the industry by connecting sports marketing and Web3 community topics through brand exposure, content co-creation, educational implementation, financial products, and other diverse cross-border interactions, using 'exposure - participation - co-creation' as the framework.
From event exposure to user incentives: CoinW connects sports culture with the Web3 community
The East Asian Football Championship, as one of Asia's most representative national team events, was held in South Korea from July 7 to 16, gathering representative teams from China, Japan, South Korea, Hong Kong, and Taiwan. The event was broadcasted through 12 mainstream media platforms including CCTV5, Douyin, CCTV Video, Migu Video, RTHK, ELTA, U-NEXT, BGSPORTS, and Astro, reaching over 135 million viewers in total.
As the only official Web3 partner of the event, CoinW not only leveraged the prime visual position of the green field to achieve brand exposure across all 12 matches, totaling 6,612 seconds of exposure, with an average exposure of 66 seconds per match in the last eight key matches, but also enhanced brand recall through in-venue advertisements, special columns, and media collaborations.
However, CoinW's strategy goes beyond 'brand exposure'. During the peak excitement of the event, the platform further bridged the gap between on-chain ecology and user interests, establishing a new model of community participation from 'watching the game to co-creating':
On the one hand, the CoinW platform launched a special event called 'East Asian Cup Football Challenge' around the East Asian Cup, setting up three major interactive mechanisms: contract challenges, lucky draws, and team scoring, to stimulate user enthusiasm with a rich prize pool. During the event, multiple teams actively participated, and the community participation atmosphere continued to heat up, further promoting the autonomous interaction of sports emotions and on-chain trading behaviors.
On the other hand, the platform also launched Earn-to-Party financial products, encouraging users to achieve a maximum annualized return of 8% through regular financial management during the event, deeply integrating the platform's financial service capabilities with sports cultural experiences.
Through the dual-driven approach of event exposure and user co-creation, CoinW has successfully built a new paradigm of community participation that bridges sports culture and Web3 applications.
Chengdu × Tokyo dual-city resonance: offline co-creation releases community educational energy.
To further promote the 'offline implementation' of Web3 concepts, CoinW partnered with global Web3 education platform Neowave Academy to hold East Asian Cup viewing dinners and community gatherings in Chengdu and Tokyo on July 12, achieving a dual-city linkage of 'events + education + culture'.
The Chengdu offline event attracted nearly a hundred KOLs, project founders, university clubs, and experienced users, with a blend of barbecue gatherings, event watching, and Web3 roundtable discussions creating a diverse scene, becoming an important practice point for CoinW to promote the idea of 'education as infrastructure'. The simultaneous Tokyo event focused on Japanese community users, combining speculation interactions and community UGC (User Generated Content), achieving a win-win exposure of content co-creation and cultural output.
"Web3 education and community building require real scenarios," said the founding team of Neowave Academy: "We hope to promote localized knowledge dissemination and deep user connections through the integration of events, culture, and social interactions. CoinW is currently one of the platforms truly willing to invest resources in promoting educational implementation in the Chinese-speaking market."
Through 'pre-match private dining + content UGC incentives + post-match closed-door co-creation', CoinW has realized a three-pronged approach of 'education + socialization + transaction', effectively enhancing user stickiness and knowledge conversion rates.
This dual-city resonance case not only validates the sustainability of educational scenarios but also opens up more possibilities for Web3 community operations.
Social media development and community co-creation: creating the 'traffic flywheel effect' of Web3 narratives.
In addition to the in-depth participation in and cultural activities around the venue, CoinW has also launched a systematic layout in social media and community operations. By building a multi-platform communication network covering five major language markets, combined with a matrix content strategy and interactive operation mechanism, CoinW has successfully leveraged the emotional value of sports, transforming user touchpoints into brand co-creation momentum.
On mainstream social media platforms like X (Twitter), Telegram, and others, CoinW planned and executed multiple rounds of content actions around the rhythm of the event, covering diverse forms such as speculation interactions, trending topics, team updates, and user performance displays, publishing nearly a hundred pieces of content in total, linking users' emotional journey from 'watching' to 'participating'.
To further activate users' willingness to express and co-create, CoinW has specially planned three sessions of X Space live broadcasts in the Chinese community, focusing on Web3 cultural perception, female perspectives, and cross-border sports discussions, garnering widespread attention and positive feedback:
(When CoinW meets the East Asian Cup, 500,000U awaits you) Focusing on event benefits and activity mechanisms, achieving over 150,000 views across the network.
(East Asian Cup Women's Football Storm: Football Roses and the Power of Women in Web3) Inviting female representatives from Web3 to discuss how women can break through in both the crypto sphere and the football field.
(East Asian Cup concludes: How can football + Web3 break cultural boundaries?) A deep exploration of the cross-cultural dialogue space between Web3 and sports in a decentralized context.
In addition, around the event segments, CoinW launched three rounds of speculation activities on the X platform, covering themes such as champion predictions, team support, and ultimate confrontations, combining platform rewards with user-original incentive mechanisms to ignite users' self-propagation enthusiasm:
Speculation Activity 1: Hit the champion and share the rewards.
Speculation Activity 2: Who is your strongest team in your heart?
Speculation Activity 3: The final battle, predictions from everyone.
Related speculation topics have sparked enthusiastic discussions in overseas communities, with multiple overseas KOLs and community leaders spontaneously participating in retweets and call-ins, driving content virality, and achieving a total exposure of over 4.8 million across all platforms.
Leveraging a multilingual social media matrix, mission-driven co-creation gameplay, and culturally relevant topic planning, CoinW is exploring a brand breakout path from narrative to participation, from exposure to connection, providing a practical model for building 'emotional assets' and cultural influence for Web3 brands.
Understanding brand warmth from the community: users are not audiences, but collaborators.
According to CoinW's Strategic Cooperation Director Monika Mlodzianowska, community feedback during the event was enthusiastic, with users actively discussing event gameplay, posting personal predictions, and sharing creative UGC, and CoinW also received a significant amount of feedback and suggestions regarding products, events, and ways to participate in culture.
"In the offline events in Chengdu and Tokyo, we witnessed the genuine connections and passionate interactions between community members. Many participants stated that they were not just spectators but were learning and co-creating. This transformation from 'audience' to 'participants' is the embodiment of the Web3 spirit."
Conclusion: Creating a new paradigm of sports marketing in the Web3 era
This East Asian Cup is not only a sponsorship of an event but also a panoramic practice of brand concepts. CoinW uses sports as a medium, community as the core, and content as a guide, embedding 'co-creation' into the comprehensive connection of sports marketing, allowing users to see the brand, perceive the culture, and promoting the true implementation of the Web3 spirit in mainstream contexts.
From exposure to participation, from interaction to recognition, CoinW has created a replicable and iterative Web3 marketing path through the East Asian Cup: it is not just about dissemination, but more about resonance; it is not just about conversion, but more about value.
In the future, CoinW will continue to drive more brand narratives with cultural depth and emotional value at its core, working with global users to build a more open and warmer Web3 ecosystem.
(The above sponsorship content is provided by CoinW)
"CoinW has partnered with the East Asian Cup for the second consecutive year: total exposure breaks 135 million, creating a new paradigm for Web3 sports marketing" This article was first published in (Blockke).
