Traditional banking and cryptocurrency players are attempting to make Miami "mainstream" for their businesses. The announcement comes as the city hosts the city's largest bitcoin gathering, with 15,000 people expected to attend the Bitcoin 2021 conference at the Mana Wynwood Convention Center. Earlier this year, FTX made a stir in traditional sports sponsorship by partnering with the Miami Heat, a local NBA team, and securing a huge naming rights agreement for the franchise's arena.