Despite its lack of a presence in events like the Super Bowl, the crypto industry continues to expand its influence in the sports sector with a series of major sponsorship deals. From football and F1 racing to MMA and snooker, companies like Tether, Coinbase, Gate.io and XBO.com are leading the trend, making crypto a major part of global sports culture.

Sports Sponsorship Boom in 2025

2025 will see a sharp increase in partnerships between crypto companies and sports organizations. There have been 22 sponsorship deals signed so far, with an average value of $4.3 million, significantly higher than the 18 deals signed in the same period last year with an average value of $2.6 million. This shows that crypto platforms are increasingly focusing on brand expansion through sports.

Notable Deals

Tether, the world’s largest stablecoin issuer, has acquired a minority stake in the Juventus Football Club for approximately $50 million. CEO Paolo Ardoino stressed that the deal will not only increase Tether’s influence, but also promote the integration of Crypto, AI and biotechnology in the sports industry.

Coinbase has reached a partnership agreement with the Aston Martin Aramco racing team in a deal that is fully settled in stablecoins. Although the value of the deal was not disclosed, Coinbase’s logo appeared on the team’s new AMR25 racing car, marking the exchange’s new entry into motorsports.

Not to be outdone, Gate.io has also signed a deal with the Oracle Red Bull Racing team, which will see the exchange’s logo appear on the racing car, racing suit and helmet of four-time F1 champion Max Verstappen. Gate.io CEO Dr. Lin Han emphasized that blockchain is not only limited to finance but also has great potential in sports.

Meanwhile, XBO.com has signed a global sponsorship deal with the Argentina football team in 2025, including promotions and marketing campaigns featuring the team's stars.

Crypto Expands Into Many Sports

Not only limited to football and racing, Crypto has also expanded its influence to many other sports:

- Sportsbet.io becomes the main sponsor of the Snooker Players Championship.

- Cloudbet signs a multi-year sponsorship deal with the MMA - Professional Fighters League (PFL).

Crypto - A New Trend in Sports Culture

The strong involvement of Crypto companies in the sports field is not only a brand promotion strategy but also reflects the deep integration of blockchain technology into life. While it no longer dominates advertising at events like the Super Bowl, Crypto is still making its mark in the sports world, ushering in a new era where blockchain and sports thrive together.