The world of sports is no stranger to sponsorships. However, the landscape is changing rapidly, with cryptocurrency firms making significant strides in this arena. Brands like FIRST.com top crypto casino are very keen to get into the space.
By the end of 2025, crypto firms' spending on sports sponsorships is expected to exceed $565 million globally, setting a world record.
Crypto firms are increasingly turning to sports sponsorships as a tool for mass adoption, trust-building, and mainstream integration.
This trend is evident in football stadiums in Europe, Formula 1 circuits, and UFC arenas. The rise in popularity of cryptocurrencies like Bitcoin and the increase in search queries such as "Bitcoin price USD" and "Solana price USD" indicate a broader trend among blockchain firms to establish trust, tap new markets, and achieve long-term relevance in the mainstream.
High-profile teams, leagues, and athletes are among the largest beneficiaries of this push, as they proudly display crypto logos as badges of a new financial era.
Football naming rights are a key area for crypto sponsorship investment
In 2025, crypto brands are not just limited to billboards but have made their way onto the pitch, the court, and even the octagon. This shift represents a multi-year partnership aimed at immersing audiences in the world of digital finance. These partnerships range from digital collectables to augmented reality activations in live broadcasts.
Football teams like Inter Milan and Atletico Madrid have signed multimillion-dollar naming rights deals with exchanges. Meanwhile, Formula 1 and the UFC have become routine platforms to promote cryptocurrency visibility, providing worldwide coverage and a high frequency of encounters.
Inter Milan secured a sleeve sponsorship deal for their kit range with Gate.io back in 2024.
Crypto continues to push for mainstream legitimacy
Crypto companies are leveraging sports sponsorships as part of a strategic plan to change public perception. By partnering with prominent sports brands, crypto firms can portray themselves as stable, sophisticated, and aligned with established institutions. This affiliation helps crypto brands transition from being perceived as exotic to familiar.
Moreover, by establishing themselves in paid partnerships that receive widespread attention, auditing, and scrutiny, crypto companies can demonstrate their commitment to following rules and being responsible. These relationships have evolved from mere exposure to strategic PR roadmaps.
The rise in crypto sports sponsorships is not a sudden mania but a long-term strategy. To maintain brand equity, companies are shifting away from novelty or shock value by forming calculated and significant partnerships. The introduction of vertically layered integrations that combine merchandise, interactive applications, non-fungible token (NFT) marketplaces, and fan engagement platforms, all supported by smart contracts and blockchain technology, is a new trend.
The $565 million figure is more than a headline. It signifies crypto's transition from an outsider to an institutional player within one of the most potent cultural spaces. The impact is becoming more noticeable not only across football kits and jumbotrons but also in the activity of fans, athletes, and organisations that are beginning to embrace the future of digital financing.
