2025's biggest sporting event in the United States, Super Bowl LIX, lacked significant advertising from crypto companies, which had dominated the airwaves during 2022's game.
However, crypto companies haven't lost their appetite for courting sports fans. 2025 has already seen a larger number of partnerships inked between crypto companies and sports organizations, according to the Financial Times, citing marketing agency SportQuake: 22 deals have been struck at an average value of $4.3 million so far in 2025, compared to 18 deals worth an average of $2.6 million over the same period last year.
Notable partnerships include Tether's purchase of a minority stake in Italian football team Juventus ("Juve"), valued at around $50 million. "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," Tether CEO Paolo Ardoino said in a statement.
Coinbase recently inked a partnership with Aston Martin's Formula One racing team, Aston Martin Aramco, in a deal paid entirely in stablecoins. The value of the deal was not disclosed. Coinbase's logo features on the team's recently-unveiled AMR25 race car.
Rival exchange Gate.io signed a deal with Oracle Red Bull Racing, with its logo to be featured on the team's car, race suits, and on the helmet of four-time world champion Max Verstappen. "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," Gate.io CEO Dr. Lin Han said in a statement.
Crypto exchange XBO.com recently inked a partnership to become the official global sponsor of Argentina's national football team in 2025. XBO will be launching special promotions, rewards, and marketing campaigns featuring the team's athletes, according to a press release.
Other notable partnerships include Sportsbet.io's title deal with the Snooker's Players Championship, and a multi-year deal between crypto casino Cloudbet and mixed martial arts organization Professional Fighters League.
Disclaimer: The Block is an independent media outlet that delivers news, research, and data. As of November 2023, Foresight Ventures is a majority investor of The Block. Foresight Ventures invests in other companies in the crypto space. Crypto exchange Bitget is an anchor LP for Foresight Ventures. The Block continues to operate independently to deliver objective, impactful, and timely information about the crypto industry. Here are our current financial disclosures.
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