Crypto is taking over the sports world. In 2025 alone, digital asset firms have funneled millions into high-profile sponsorships, from football to Formula 1—signaling a new era of mainstream adoption. This surge in activity is largely attributed to renewed enthusiasm in the crypto market, spurred by political shifts like Donald Trump’s return to the presidency—a development that has injected fresh momentum into the sector.
According to data from marketing agency SportQuake, cited by the Financial Times, crypto firms have already closed 22 sports sponsorship deals so far this year, with an average value of $4.3 million each. This marks a notable increase from the same period in 2024, which saw 18 deals at an average value of $2.6 million.
The uptick highlights the crypto industry’s continued appetite for tapping into sports audiences, viewing these partnerships as a powerful channel to boost brand visibility and engage with mainstream consumers. From football clubs and Formula 1 teams to esports organizations and combat sports, crypto companies are diversifying their sponsorship portfolios to reach global fan bases.
Major Partnerships Across Sports
One of the most notable moves came from Tether, which recently purchased a minority stake in Italian football giant Juventus, commonly known as “Juve.” The deal, valued at around $50 million, marks a significant shift in how crypto companies are approaching sports partnerships. Tether’s CEO, Paolo Ardoino, emphasized the strategic importance of the investment, stating that the company aims to pioneer the integration of digital assets, AI, and biotech into the traditional sports industry, driving global change through this collaboration.
In the world of motorsports, Coinbase made headlines by becoming a sponsor of Aston Martin’s Formula One team, Aston Martin Aramco. What sets this partnership apart is that it was entirely paid for in stablecoins. Though the exact value of the deal was not disclosed, Coinbase’s branding now prominently features on the team’s AMR25 race car, underscoring the exchange’s deepening ties with the high-octane world of F1.
Not to be outdone, rival exchange Gate.io signed a high-profile partnership with Oracle Red Bull Racing. The agreement places Gate.io’s logo on the team’s car, the race suits, and even the helmet of four-time world champion Max Verstappen. Gate.io CEO Dr. Lin Han highlighted the broader significance of the deal, noting that the partnership represents blockchain’s expansion beyond the financial sector and into global industries like motorsport.
In the world of international soccer, XBO.com secured a major deal to become the official global sponsor of Argentina’s national football team for 2025. The partnership includes special promotions, rewards, and marketing campaigns featuring some of the team’s top athletes, aimed at engaging fans and boosting XBO.com’s visibility in key markets.
The trend has also reached into niche sports and combat leagues. Sportsbet.io recently signed a title sponsorship deal with Snooker’s Players Championship, further solidifying crypto’s presence in traditional sports. Meanwhile, crypto casino Cloudbet entered into a multi-year agreement with the Professional Fighters League (PFL), one of the fastest-growing mixed martial arts organizations, to bring branded content and special promotions to MMA fans worldwide.
Quick Facts:
- Cryptocurrency firms have amplified their presence in sports through high-value sponsorships across football, Formula One, and esports.
- Notable Deals: Tether’s 5% stake in Juventus and Aston Martin’s crypto-paid sponsorship with Coinbase highlight the depth of these collaborations.
- Political developments, including Donald Trump’s presidency, have rejuvenated the crypto market, facilitating these expansive sponsorships.
