Crypto Companies Expand Sports Sponsorships in 2025, Including Snooker
Crypto Companies Forge New Partnerships with Sports Teams in 2025
In a sign that the crypto industry's interest in sports sponsorships remains strong, 2025 has seen a flurry of new deals between digital asset companies and sports organizations. According to marketing agency SportQuake, 22 such partnerships have been inked so far this year, at an average value of $4.3 million – a significant increase from the 18 deals worth an average of $2.6 million over the same period in 2024.
One of the most high-profile deals involves Tether, the company behind the world's largest stablecoin. Tether recently purchased a minority stake in Italian football giant Juventus, valued at around $50 million. Tether CEO Paolo Ardoino said the investment will allow the company to pioneer the merging of new technologies like digital assets, AI, and biotech with the well-established sports industry.
Coinbase, one of the leading crypto exchanges, has partnered with Aston Martin's Formula One team in a deal paid entirely in stablecoins. The Coinbase logo will be prominently featured on the team's new AMR25 race car. Rival exchange Gate.io has also entered the F1 arena, signing a deal with Oracle Red Bull Racing that will see its logo displayed on the team's car, race suits, and on the helmet of reigning world champion Max Verstappen.
In the world of football, crypto exchange XBO.com has become the official global sponsor of Argentina's national team for 2025. The partnership will involve special promotions, rewards, and marketing campaigns featuring Argentine players.
Beyond football and motorsports, crypto companies are also making inroads into other sports. Sportsbet.io recently became the title sponsor of snooker's Players Championship, while crypto casino Cloudbet struck a multi-year deal with the Professional Fighters League, a mixed martial arts organization.
These partnerships demonstrate that despite a relatively quiet presence at the 2025 Super Bowl, crypto companies remain keen to tap into the passion and loyalty of sports fans around the world. By aligning themselves with high-profile teams and events, they hope to boost brand awareness and drive adoption of their products and services.
Key Takeaway:
Crypto companies are increasingly partnering with sports teams and organizations in 2025, with deals spanning football, Formula One racing, mixed martial arts, and snooker. These partnerships, which are growing in both number and value compared to the previous year, reflect the industry's ongoing efforts to reach mainstream audiences and position crypto as an integral part of the future of sports and entertainment.
