The Super Bowl will feature commercial breaks that embrace the usual jokes and celebrities plus a whole lot of blockchain.

Star athletes and supermodels are promoting crypto companies. Stadiums are taking the companies’ names. The government is thinking about regulating them. But perhaps the surest sign yet that the cryptocurrency industry has reached the mainstream? It will be ubiquitous during this weekend’s Super Bowl commercials.

“It’s rare that somebody is watching the game and doesn’t have another device in their hands at the same time,” said Stacey Stewart, the U.S. chief marketplace officer at the media agency UM Worldwide. “If you’re going to spend that kind of money producing and airing a Super Bowl ad, you want to make sure you’re maximizing that exposure.”

Read the article on the New York Times.