CoinW partners with the EAFF East Asian Cup for the second consecutive year: total exposure exceeds 135 million, creating a new Web3 sports marketing paradigm
TechFlow Selected TechFlow Selected
CoinW partners with the EAFF East Asian Cup for the second consecutive year: total exposure exceeds 135 million, creating a new Web3 sports marketing paradigm
CoinW has created a new paradigm for the industry by integrating sports marketing with Web3 community operations.
Navigating Web3 tides with focused insightsOn July 23, 2025, CoinW, a globally leading digital asset trading platform, announced the phased success of its series of brand marketing and community co-creation initiatives centered around the recently concluded EAFF E-1 Football Championship. As the official partner of the EAFF E-1 Football Championship for two consecutive years, CoinW has not only deeply integrated its Web3 brand identity into Asia's premier football stage but also established a new paradigm for sports marketing and Web3 community operations by connecting "exposure—engagement—co-creation" through multi-dimensional efforts including brand visibility, content collaboration, educational outreach, and financial product integration.
From Stadium Exposure to User Incentives: CoinW Links Sports Culture with the Web3 Community
The EAFF E-1 Football Championship, one of Asia’s most representative national team tournaments, was held in South Korea from July 7 to 16, gathering teams from China, Japan, South Korea, Hong Kong, Taiwan, and other regions. The tournament was broadcast across 12 major media platforms including CCTV5, Douyin, Yangshipin, Migu Video, RTHK, ELTA, U-NEXT, BGSPORTS, and Astro, reaching over 135 million viewers cumulatively.
As the championship’s sole official Web3 partner, CoinW achieved prominent brand exposure throughout all 12 matches, totaling 6,612 seconds of visibility, with an average of 66 seconds per match during the final eight key games. Beyond visual presence on the pitch, CoinW strengthened brand recall through in-stadium advertising, special programming segments, and media collaborations.
However, CoinW’s strategy extends far beyond mere “brand exposure.” At peak tournament engagement, the platform further bridged its on-chain ecosystem with user interests, creating a new community participation model—“from watching to co-creating”:
Firstly, CoinW launched a special event titled «EAFF E-1 Championship Football Challenge», featuring three interactive mechanisms: futures trading challenges, lucky draws, and team积分 competitions, backed by a substantial prize pool to drive user enthusiasm. During the campaign, numerous teams actively participated, steadily increasing community engagement and effectively linking sports sentiment with on-chain trading behavior.
Secondly, the platform simultaneously launched an Earn-to-Party wealth management product, encouraging users to earn up to 8% annualized returns through fixed-term investments during the tournament, thus deeply integrating its financial services with the sports cultural experience.
Through dual drivers of event exposure and user co-creation, CoinW successfully built a community engagement framework that bridges sports culture and Web3 applications.
Chengdu × Tokyo Dual-City Resonance: Offline Co-Creation Unleashes Community Education Energy
To further promote the “offline adoption” of Web3 concepts, CoinW partnered with global Web3 education platform Neowave Academy to host EAFF watch parties and community gatherings in Chengdu and Tokyo on July 12, achieving cross-city synergy combining “sports + education + culture.”
The Chengdu event attracted nearly 100 participants including KOLs, project founders, university clubs, and seasoned users. Featuring barbecue socials, live match viewing, and Web3 roundtable discussions, it became a key practical implementation of CoinW’s philosophy that “education is infrastructure.” The parallel event in Tokyo engaged Japanese community members through prediction games and user-generated content (UGC), enabling a two-way cycle of content co-creation and cultural export.
"Web3 education and community building require real-world scenarios," said the founding team of Neowave Academy. "We aim to advance localized knowledge dissemination and deeper user connections through the integration of sports, culture, and social interaction. CoinW is one of the few platforms in the Chinese-speaking market truly committed to investing resources into making education tangible."
By implementing a model of “pre-match private dinners + UGC content incentives + post-match closed-door co-creation,” CoinW achieved triple synergy across “education + social + trading,” significantly enhancing user stickiness and knowledge conversion rates.
This dual-city initiative not only validated the sustainability of educational formats but also opened new possibilities for Web3 community operations.
Social Media Matrix and Community Co-Creation: Building a “Traffic Flywheel” for Web3 Narratives
Beyond deep involvement in events and dual-track cultural activities, CoinW also executed a systematic rollout across social media and community operations. By establishing a multilingual, multi-platform communication network and leveraging matrix-based content strategies and interactive engagement mechanisms, CoinW successfully leveraged the emotional value of sports to transform user touchpoints into momentum for brand co-creation.
Across mainstream platforms such as Twitter/X and Telegram, CoinW planned and executed multiple content campaigns aligned with the tournament timeline, covering prediction games, trending topics, team battle reports, and user achievement showcases. Nearly 100 pieces of content were published, guiding users along an emotional journey from “watching” to “participating.”
To further stimulate user expression and co-creation, CoinW specially curated three episodes of Twitter Space live streams within the Chinese-speaking community, engaging in deep dialogues on Web3 cultural awareness, female perspectives, and sports crossover themes, receiving widespread attention and positive feedback:
-
"When CoinW Meets the EAFF Championship: $500,000 Awaits You"
Focused on event rewards and mechanics, generating over 150,000 exposures across networks. -
"EAFF Women's Football Storm: Roses on the Pitch, Her Power in Web3"
Invited female leaders in Web3 to discuss how women can break barriers both in blockchain and on the football field. -
"EAFF Final Wrap-Up: How Can Football + Web3 Break Cultural Boundaries?"
Explored the space for cross-cultural dialogue between Web3 and sports under decentralized paradigms.
In addition, CoinW launched three rounds of prediction contests on X around key tournament moments, covering themes such as champion forecasting, team support, and final showdowns. Combined with platform rewards and user-created content incentives, these sparked strong self-driven sharing among users:
-
Prediction Round 1: Guess the Champion, Share the Rewards
-
Prediction Round 2: Who Is Your Favorite Top Team?
-
Prediction Round 3: Final Match,全民 Prediction.
The prediction topics sparked enthusiastic discussions in overseas communities, with many international KOLs and community bloggers voluntarily resharing and endorsing them, driving viral content spread. Total exposure across platforms exceeded 4.8 million.
Leveraging a multilingual social media matrix, task-driven co-creation mechanics, and culturally resonant topic planning, CoinW is pioneering a brand breakout path—from narrative to participation, from visibility to connection—offering a practical case study for Web3 brands to build “emotional assets” and cultural influence.
Understanding Brand Warmth Through Community: Users Are Not Audiences, But Collaborators
According to Monika Mlodzianowska, CoinW’s Strategic Partnership Director, community feedback during the event was overwhelmingly positive. Users actively discussed event mechanics, shared personal predictions, and posted creative UGC. CoinW also received extensive feedback and suggestions regarding product features, event design, and cultural engagement methods.
"At our offline events in Chengdu and Tokyo, we witnessed authentic connections and passionate interactions among community members. Many participants said they weren’t just watching games—they were learning and co-creating. This shift from 'spectator' to 'participant' embodies the true spirit of Web3."
Conclusion: Shaping a New Paradigm for Sports Marketing in the Web3 Era
This EAFF Championship was more than just a sponsorship—it was a comprehensive enactment of brand philosophy. Using sports as a medium, community as the core, and content as the catalyst, CoinW embedded “co-creation” throughout the entire sports marketing journey. It enabled users not only to see the brand and feel its culture but also facilitated the genuine mainstream adoption of Web3 values.
From exposure to engagement, from interaction to identification, CoinW has built a replicable and iterative Web3 marketing pathway through the EAFF Championship—one focused not just on reach, but on resonance; not just on conversion, but on value creation.
Going forward, CoinW will continue to be driven by its “community-first” principle, advancing more brand narratives rich in cultural depth and emotional significance, and working hand-in-hand with global users to build a more open and human-centered Web3 ecosystem.
About CoinW
CoinW was founded in 2017 and has become a globally leading digital asset trading platform, offering a one-stop access point for cryptocurrency users across numerous countries and regions. The platform provides integrated smart trading services, with a daily average trading volume exceeding $5 billion, ranking 4th on CMC’s futures exchange list and serving over ten million registered users. Committed to “empowering user wealth growth” and “advancing blockchain technological innovation,” CoinW continuously optimizes its product architecture and launches multiple independently operated innovative product lines. Since 2022, CoinW has expanded its brand presence through sponsorships of international sporting events and partnerships with football legend Andrea Pirlo. Meanwhile, CoinW consistently upholds social responsibility, contributing donations to support orphanages in Africa and launching charitable initiatives for stray animals in Taiwan. In the future, CoinW will continue promoting global financial inclusion, leading the development of the crypto industry, and advancing the worldwide adoption of blockchain and digital assets.
For more information, visit the CoinW official website, follow CoinW’s X account, or join the CoinW Telegram group.
Join TechFlow official community to stay tuned
Telegram:https://t.me/TechFlowDaily
X (Twitter):https://x.com/TechFlowPost
X (Twitter) EN:https://x.com/BlockFlow_News
@CoinWOfficial
