It was the same thing for football (or soccer, as you call it in the US) over here in Europe, at some time late last year I started to notice that a lot of European clubs were advertising for this crypto thing, much of it related to Binance. It so happens that most of the tokens “released” by those clubs (yes, they also did that) are 90% or more bellow their peak value, there were a few threads about it on /r/soccer recently.