Cryptocurrency partners with football clubs and F1

Over the past three years, cryptocurrency startups have significantly increased their presence in the sports world by entering into 87 sports sponsorship deals.

Crypto.com’s decision to mint 70 billion CRO tokens has sparked controversy, with critics questioning the exchange’s financial stability and transparency.

In a bid for mainstream adoption and global visibility, cryptocurrency startups have signed approximately 87 sports sponsorship deals over the past three years. Research from data provider CoinGecko reveals that many of these partnerships were forged with European football clubs, with 33 agreements established since 2021. Renowned clubs such as Manchester United and Chelsea have offered valuable exposure to crypto sponsors, especially during high-profile events like the UEFA Champions League and the FIFA World Cup.

The motorsports sector has also seen substantial involvement from cryptocurrency firms. Before its collapse, FTX secured a multi-year deal with the Mercedes Formula 1 team, while Bybit and Red Bull Racing announced a $150 million partnership in 2022. Furthermore, F1 designated Crypto.com as its official digital asset partner in a separate $100 million agreement, highlighting the growing intersection of crypto and sports.

Esports has emerged as another area of focus, with FTX investing $210 million in Team SoloMid in 2021. Other major players, such as Coinbase, have also made similar commitments. Additionally, sports like basketball, competitive combat, baseball, American football, and cricket have engaged with crypto service providers, aiming to reach larger audiences. Notably, most of these marketing collaborations occurred in 2024, spurred by rising crypto prices and increasing Bitcoin adoption.

While it remains challenging to assess the effectiveness of these sponsorships on the cryptocurrency market, recent trends indicate that web3 firms are likely to allocate more resources towards sports marketing in the future.