A conversation with Aaryn Ling, Head of branding at BTCC-akbannernews

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2025-09-13

A conversation with Aaryn Ling, Head of branding at BTCC

Aaryn Ling leads branding at BTCC Exchange and manages their global brand strategy across different markets. She recently brought on NBA player Jaren Jackson Jr. as the exchange’s Global Brand Ambassador, which helped BTCC expand into the sports world.

After 14 years in the industry, why is now the right moment for BTCC to step into sports sponsorships?

For over a decade, BTCC has been known for one thing: consistency. We’ve built trust through every market cycle, quietly, carefully, and securely. But at some point, building the best product is not enough.

Crypto is entering a more mainstream moment, and people are becoming increasingly curious, not just about the technology but about the culture, the people, and the values behind it. This partnership marks our shift from being known purely for platform performance to building cultural relevance and emotional connection with a wider audience.

Having led branding at BTCC for six years now, how does this partnership fit into your long-term vision for the exchange?

This partnership is a strategic milestone in brand evolution. Sports sponsorship gives us a powerful way to connect with a broader audience and to express the long-term values we share with athletes: Patience, Discipline, and Proven Defense.

We are still delivering what we do best, a secure and transparent platform, but now as a brand people are proud to stand behind.

Jaren Jackson Jr. is BTCC’s first global brand ambassador. What made him the right choice, and how do his qualities align with BTCC’s values?

Just as Jaren is trusted to defend on the court, BTCC has spent the last 14 years defending something even more critical: our users’ assets.

Jaren represents the mindset we admire, someone who leads with discipline, consistency, and a long-term view. He is more than a basketball star. He is thoughtful, curious, and has an eye on the future, including crypto.

We wanted someone who reflects our values both on and off the court. Jaren brings credibility, cultural depth, and a sense of leadership that naturally aligns with our mission.

The Jaren Jackson Jr. partnership also connects with music, fashion, and culture; how do you see this crossover helping BTCC reach a broader audience?

Culture is where trust is built today. Reaching people through fashion, music, or lifestyle content makes crypto relatable.

Jaren moves naturally in those worlds. Through this partnership, we are showing users that crypto is not just for traders. It is part of modern identity, and it belongs in the same conversations as sport, style, and ambition.

Can you tell us more about the idea behind the “From On Court to On Chain” campaign?

“From Court to On Chain” captures a mindset: real winners, whether in sport or crypto, succeed through long-term thinking and intentional execution.

Jaren bridges those two worlds. On the court, he is known for his consistency, focus, and elite defence. Onchain, that same mindset applies, especially in a space like crypto where discipline and timing are everything.

This concept allows us to position BTCC not just as a trading platform but as a brand that supports people who think strategically, move intentionally, and play the long game, just like Jaren.

With a spotless safety record since its founding, how important is consistency when appealing to mainstream audiences?

Consistency is everything. After the collapses we have seen in recent years, people are not just asking what your platform does. They are asking, “Will my assets be safe?”

Mainstream users do not join crypto for hype. They come when it feels credible, stable, and worth trusting. That is what long-term growth is built on.

New users will encounter features like copy trading. How do you introduce these tools responsibly?

We see copy trading as a way to make crypto more accessible without compromising on standards. It gives newer users the opportunity to learn by following experienced traders, but within a structure that prioritises control, transparency, and education.

It is not about chasing quick wins. It is about helping people build confidence gradually, through exposure and experience. Like everything we do at BTCC, it is grounded in long-term trust, because that is what really drives sustainable adoption.

Do you see additional cultural or sports partnerships coming in the future?

Absolutely. We are not chasing volume for the sake of it. We are looking for alignment. The right partnerships are the ones that reflect our values, resonate with our users, and reinforce the long-term story we are building at BTCC.

Crypto is becoming part of culture, not just finance, and we want BTCC to sit at the intersection of performance and meaning. We are actively working on new partnerships that follow the same philosophy, grounded in alignment, relevance, and long-term impact.