The world’s largest Ethereum treasury is betting big on MrBeast.

Bitmine Immersion Technologies, led by longtime Wall Street strategist Tom Lee, announced Thursday it is investing a staggering $200 million in Beast Industries, the entertainment company behind YouTube creator Jimmy Donaldson, better-known as MrBeast.

The deal, expected to close on January 19, gives Bitmine a stake in a brand with massive, global reach across the Generation Z and millennial audience. MrBeasts YouTube channels have over 450 million subscribers and generate upwards of 5 billion views per month.

“MrBeast and Beast Industries, in our view, is the leading content creator of our generation, with a reach and engagement unmatched with GenZ, GenAlpha and Millennials,” Tom Lee, Bitmine’s chairman, said in a press release. “Our corporate and personal values are strongly aligned.”

Large audience and all, the investment represents an unusual diversification play by Bitmine, which has focused almost entirely on accumulating Ethereum. The company holds over 4 million Ether worth around $13 billion — more than 3.3% of the network’s total supply — with the stated goal of owning 5%.

In short, the deal appears to be strategic. Beast Industries plans to launch a financial services platform that taps into decentralised finance, which could find some alignment with Bitmine’s Ethereum treasury strategy — if the firm decides to expand its breadth of products and services from simply buying and holding Ether.

Beast Industries has grown beyond YouTube content into consumer products and social impact.

The company’s Feastables chocolate bars raked in $250 million in revenue in 2024 and $20 million in profit. Those figures outperform the company’s YouTube income. Beast Philanthropy has also provided over 20 million free meals and funded infrastructure projects worldwide.

Jeff Housenbold, CEO of Beast Industries, said the Bitmine investment validates the company’s strategy as it pursues becoming “the most impactful entertainment brand in the world.”

Beast Industries filed a US trademark application for “MrBeast Financial,” hinting at crypto-enabled financial products.

Shares for Bitmine dropped nearly 3% today as they trade at $31.

Pedro Solimano is DL News’ markets correspondent. Got a tip? Email him atpsolimano@dlnews.com.