Over the past few years, the relationship between cryptocurrency companies and the sports industry has strengthened significantly. From Formula One racing and football to mixed martial arts (MMA) and even snooker, crypto firms are increasingly investing in high-profile sponsorships, making their presence felt across a variety of international sporting events.
While the 2025 Super Bowl LIX in the United States did not feature the overwhelming wave of crypto advertisements that dominated the event back in 2022, this shift did not indicate waning interest from digital asset firms in the sports world. On the contrary, the appetite for sports partnerships has only grown. According to the Financial Times, citing marketing agency SportQuake, the first months of 2025 have already seen 22 crypto-sports partnerships established, surpassing the 18 deals from the same period last year. Notably, the average deal value has risen significantly from $2.6 million in 2024 to $4.3 million this year.
Major Crypto-Sports Partnerships in 2025
Among the most significant collaborations is Tether’s strategic move into European football. The stablecoin issuer acquired a minority stake in Juventus, one of Italy’s most prestigious clubs, in a deal valued at approximately $50 million. Tether’s CEO, Paolo Ardoino, spoke about the company’s broader vision, stating, “Aligned with our strategic investment in Juve, Tether will be a pioneer in merging new technologies, such as digital assets, AI, and biotech, with the well-established sports industry to drive change globally.”
Meanwhile, American crypto exchange Coinbase ventured into Formula One, partnering with Aston Martin Aramco. Notably, the sponsorship was completed entirely in stablecoins, marking a unique transition in sports-finance relations. Though the deal’s exact value was not disclosed, Coinbase’s branding is now prominently displayed on the team’s newly unveiled AMR25 race car.
Another major crypto exchange, Gate.io, strengthened its presence in motorsport by signing a sponsorship deal with Oracle Red Bull Racing. The company’s logo now features on the team’s car, race suits, and the helmet of Max Verstappen, the four-time world champion. Gate.io CEO Dr. Lin Han emphasized how this partnership aligns with a broader vision, stating, “This partnership comes at a time when blockchain is moving beyond finance, and we’re excited to explore new ways it can intersect with global industries like motorsport.”
Beyond motorsports and football, crypto exchanges continue to make inroads into other sports. XBO.com has secured a significant global sponsorship deal with Argentina’s national football team for 2025. As part of this collaboration, the company plans to roll out exclusive promotions, rewarding fans while leveraging the team’s star athletes for marketing campaigns.
Expanding Partnerships Across Various Sports
The reach of crypto partnerships extends well beyond the world’s most popular sports. Betting platforms and crypto casinos are also capitalizing on the trend. Sportsbet.io, a crypto-based sports betting firm, has secured the title sponsorship for the Snooker Players Championship, bringing digital assets into a sport traditionally associated with strategic precision and focus.
Similarly, Cloudbet, a crypto casino platform, is expanding its influence in mixed martial arts by securing a multi-year sponsorship deal with the Professional Fighters League. This partnership signifies the growing relationship between crypto and the fast-growing combat sports sector, where fan engagement and digital transactions are becoming increasingly interconnected.
A New Era for Crypto and Sports
These sponsorships highlight a broader trend: crypto companies are establishing themselves not just as financial entities but as major players in global industries. By embedding their brands within the sports world, they gain access to loyal fan bases and open new avenues for digital asset adoption. As more teams and leagues embrace these partnerships, the intersection of crypto, sports, and entertainment is set to deepen, ushering in a new era where blockchain and sports marketing go hand in hand.
