Cryptocurrency brands have escalated their sports sponsorship investments by 20% year-over-year (YoY), reaching a staggering $565 million, as revealed in SportQuake's latest Marketplace report. This resurgence highlights crypto exchanges' strategic push to regain visibility after the 2022 market downturn.
Top Crypto Sponsors and Key Deals
Crypto.com leads with $213 million in sponsorships, including partnerships with:
- UEFA Champions League
- Formula One
- Coinbase and OKX rank among the top three spenders.
- Gate.io emerged as a new player, investing $53 million in 2024/25.
Sport Preferences
- Soccer dominates, capturing 20 of 34 new crypto sponsorship deals.
- Formula One sponsorships grew to $174 million annually, with six active exchanges (up from four in 2023).
Market Recovery and Trends
Total crypto sports sponsorship spend remains **$120 million below** the 2022/23 peak ($685 million). However, the sector shows robust recovery signs:
"The crypto winter of 2022/23 seems a long time ago as spend bounces back," — Matt House, CEO of SportQuake.
Notable Comebacks:
- Crypto.com expanded its portfolio with UEFA Champions League deals.
- Gate.io aggressively entered sports sponsorships, spending $53 million in its first year.
- Kraken added sleeve sponsorships for Tottenham Hotspur, Atlético Madrid, and RB Leipzig.
👉 Explore how crypto exchanges are reshaping sports sponsorships
Future Outlook
SportQuake forecasts a return to 2022/23 peak levels in 2025/26, driven by:
- Increased spending by established brands.
- New entrants seeking visibility.
FAQs
Q: Which sport attracts the most crypto sponsorships?
A: Soccer leads with 20 major deals, followed by Formula One.
Q: How did the 2022 market crash affect sponsorships?
A: Major deals (e.g., FTX with Miami Heat and Mercedes F1) collapsed, but the market has since stabilized.
Q: What’s next for crypto sponsorships?
A: Exchanges may target Premier League front-of-shirt sponsorships post-2026/27 betting ban.
👉 Learn about the future of crypto in sports
Keywords
- Crypto sports sponsorships
- Cryptocurrency marketing
- Formula One sponsorships
- Soccer sponsorships
- Crypto.com
- OKX
- Gate.io
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