Tether Buys 30% Stake in Be Water: What’s Behind Its Growing Non-Crypto Investments?

Tether, the issuer of the world’s largest stablecoin USDT, has yet again made a non-crypto related strategic investment by acquiring a 30% stake in Italian media company Be Water for approximately 10 million euros.

This move marks its another step in the ongoing broader diversification strategy beyond the cryptocurrency sector.

Notably, Be Water’s portfolio includes Chora Media and Will Media, both specializing in podcast productions. It also includes Be Water Film, a company which is engaged in film and television production and distribution. And now by taking a significant stake in this media firm, Tether appears to be positioning itself to influence and shape narratives in the digital economy.

But Why is Tether Investing in Media?

Its decision to invest in a media company might seem unusual at first glance, but it aligns with broader trends in the digital asset industry.

Paolo Ardoino, CEO of Tether said on the investment,“At Tether, we recognize the power of storytelling and the importance of independent media in shaping informed societies.”

Notably, several crypto companies have sought greater control over public perception, education, and adoption of blockchain technology.

By leveraging Be Water’s media assets, it can:

1. Control the Narrative – Cryptocurrency remains a heavily scrutinized industry. As Tether CEO mentioned in a X post, owning a stake in a media company will allow Tether to push favorable narratives and address misinformation directly.

2. Promote Digital Asset Education – Podcasts, films, and digital content available by Be Water’s media platforms could also serve as vehicles for educating the public about crypto, stablecoins, and blockchain.

3. Strengthen Brand Influence – With a growing number of regulatory challenges, a media presence could also help the USDT issuer in maintaining a strong, trusted brand image.

The Bigger Picture of Tether’s Diversification Strategy

Tether’s expansion beyond crypto has been accelerating in recent years. The company has invested in Bitcoin mining, AI-driven blockchain security, and now media.

This strategy suggests Tether is preparing for a future where it is not solely reliant on USDT’s dominance but instead operates as a broader tech and finance conglomerate.

​In recent years, it has diversified its investment portfolio beyond its core stablecoin operations, engaging in several strategic acquisitions and investments across various industries which includes:​

1. In April 2024, Tether invested $200 million to become the majority stakeholder in Blackrock Neurotech, a pioneer in Brain-Computer Interface (BCI) technology to advance medical solutions for individuals with neurological disorders.

2. In December 2024, it acquired approximately 103.3 million shares of Rumble, a video-sharing platform, at $7.50 per share, totaling around $775 million. This investment supports Rumble’s growth initiatives and a self-tender offer, which is soon to launch its crypto wallet soon.

BREAKING NEWS: Rumble Closes $775 Million Strategic Investment from Tether and Related Tender Offer

Full details: https://t.co/aGYZAMXFDq pic.twitter.com/cJo8xpz1GO

— Rumble 🏴‍☠️ (@rumblevideo) February 7, 2025

3. Then in February 2025, it acquired a 5% stake in the Italian Serie A soccer club Juventus, valued at approximately 50 million euros.

After Juventus Deal, it is also planning to invest in the South African energy company Adecoagro S.A.

Notably, USDT’s market cap currently stands at approximately $144 billion, backed primarily by liquid assets like U.S. Treasuries. This financial strength is what allows it to make such bold investments in sectors, enhancing its long-term stability and influence.

What’s Next?

Its move into media raises important questions. Will it use Be Water to create educational content on blockchain? or as Tether CEO highlighted for a “pro-crypto non-politicised content?” Will it launch a media platform dedicated to crypto news? Or is this just the first of many acquisitions in the media space?

But one thing is clear—Tether no longer sees itself as just a stablecoin issuer. It is positioning itself as a diversified powerhouse with interests across multiple high-impact industries.

Whether this expansion ultimately strengthens its position in the crypto ecosystem remains to be seen, but for now, the company is making moves that signal a long-term vision beyond digital currency.