Global sports sponsorship spending by crypto brands rises by 20% year-on-year, reaching $565 million. Football remains the top focus, with the majority of new deals, while Formula 1 sees notable growth as more crypto exchanges invest heavily. Leading brands like Crypto.com, Coinbase, and Gate.io drive this expansion, signalling a strong return to pre-2023 levels and highlighting crypto’s increasing role in international sports marketing. 

Wednesday, 28 May 2025 – Crypto companies have significantly increased their investment in sports sponsorships, with total spending reaching $565 million in the current year. This marks a 20% rise compared to last year and signals a strong recovery towards the all-time highs seen in 2022/23, according to the latest Marketplace report by SportQuake, a leading global sports marketing agency.

 

Football remains the primary focus for crypto exchanges, accounting for 20 of the 34 new sponsorship agreements announced this year. In addition to football, Formula 1 continues to attract increasing investment, with annual spending on F1 sponsorships by crypto exchanges rising to $174 million. The number of active crypto sponsors in Formula 1 has also grown, now numbering six compared to four in the previous year.

 

Crypto.com continues to dominate the sector as the largest spender, investing a total of $213 million. Its portfolio includes prominent partnerships such as those with the UEFA Champions League and Formula 1. 

Coinbase and OKX hold second and third positions respectively, while Gate.io has made a remarkable entry into the market, ranking fourth with $53 million in sponsorship expenditure. Gate.io’s sponsorship highlights include its inaugural Formula 1 partnership with Red Bull and a sleeve sponsorship with UEFA Champions League finalists Inter Milan.

 

Matt House, CEO of SportQuake, comments on the current trend: “The bulls are back! The crypto winter of 2022/23 seems a long time ago as crypto sports sponsorship spend bounces back towards all-time highs.”

He adds, “Macro, all the growth is from football (soccer) and non-US spend as brands invest in global sponsorships and international markets while they wait to see President Trump’s US crypto policies.”

House further notes the standout brands in the space: “At a brand level, Crypto.com, Gate.io and Kraken stand out. Crypto.com consolidated their category leadership by adding the Champions League to its beautifully curated sports sponsorship portfolio. Gate.io’s super aggressive entry into sports went from $0 to $53 million in 12 months, and Kraken added Tottenham Hotspur, Atletico Madrid and RB Leipzig sleeve sponsorships to their Williams F1 deal.”

The total annual spend on crypto sports sponsorships is now just $120 million shy of the peak levels recorded in 2022/23, when spending reached $685 million. Projections for 2025/26 indicate a return towards that peak, driven by both increased investments from established players and the entry of new sponsors into the market.

 

Looking ahead, House highlights a potential shift in sponsorship strategies: “Key market signals suggest that crypto exchanges are likely to become major front-of-shirt buyers, as the Premier League’s ban on betting companies purchasing this inventory takes effect in the 2026/27 season.”

This evolving landscape underscores the increasing importance of crypto brands within the global sports sponsorship arena, particularly in football and Formula 1, as they capitalise on expanding international markets and regulatory changes.

About SportQuake

SportQuake is a global sports marketing agency specialising in connecting brands with the dynamic world of sports sponsorship. With expertise across football, Formula 1, esports, and more, SportQuake provides detailed market insights, strategy development, and partnership management to help brands maximise their impact and reach within the sports industry. The agency is known for its comprehensive reports and deep understanding of evolving sponsorship trends worldwide.