Bitcoin treasury Metaplanet bets on splashy advertising to turn around its ailing share price

High-tier conference sponsorships, an award-winning Japanese dance troupe, and most recently an appearance on the imposing Las Vegas Sphere.

These are just some of the things that Japanese Bitcoin treasury firm Metaplanet has aimed its cash cannon at as it attempts to prop up its ailing share price.

Metaplanet’s stock has fallen some 25% since the start of the year, dragged down by Bitcoin’s 11% drop over the same period.

The firm is also trading at a 36% discount to the value of its Bitcoin holdings. In other words, Metaplanet’s share price values the firm at just $2 billion, despite it holding some $3.1 billion worth of Bitcoin.

For a crypto treasury whose stated goal is to hold 1% of the world’s Bitcoin supply by 2027, advertising is crucially important.

The firm generates revenue by selling options against its existing Bitcoin holdings. The more Bitcoin it holds the more options it can sell, increasing revenues.

Metaplanet funds additional Bitcoin purchases by issuing and selling shares. In December, it bought some $451 million Bitcoin funded through a mixture of issuing and selling shares and taking out loans against its existing Bitcoin holdings.

If the firm’s share price falls, it can’t buy as much Bitcoin, threatening its growth.

Unwinding Bitcoin

Metaplanet’s advertising gambit comes as Bitcoin treasuries face increasing pressure.

Many of the nearly 200 firms to adopt the Bitcoin buying model are flailing now that the top cryptocurrency has retreated from…