And of all the things they did to promote the brand, only three things really mattered, he thought, and one mattered more than all the other things combined: Tom Brady. You would think—Sam had initially thought—that if you were going to pay some NFL quarterback to stand up and say he used FTX, it would make little difference whether it was Tom Brady or Aaron Rodgers or Dak Prescott. You might see that Brady would be a bit better but think Rodgers’s endorsement must be worth, say, half of Brady’s. But everywhere Sam went, people mentioned that they had heard of FTX because of Brady.
