Key Takeaways:
- Crypto firms ramp up sports sponsorships following renewed industry optimism post-Trump’s election.
- Major deals include Tether acquiring 5% of Juventus and Gato.io partnering with Red Bull Racing.
- Bitcoin surpasses $100,000, boosting trading volumes and crypto industry expansion.
- Sponsorship spending on sports has surged, with deals averaging $4.3 million in 2025, up from $2.6 million last year.
- Regulatory concerns linger as crypto’s association with risky industries raises scrutiny.
Crypto’s Return to Sports Sponsorships in 2025
The cryptocurrency sector is making a major comeback in the sports industry, as firms rush to strike high-value sponsorship deals following Donald Trump’s return to the White House. With Bitcoin surpassing $100,000, the industry is enjoying an unprecedented revival, leading to aggressive marketing strategies to capitalize on the renewed hype.
According to data from SportQuake, crypto firms have already secured 22 sports partnerships this year, compared to 18 during the same period in 2024. While sponsorship activity dipped after FTX’s collapse, the sector is witnessing a resurgence, with deal values doubling year-over-year.
Major Crypto Sponsorship Deals in 2025
🚀 Tether Buys 5% Stake in Juventus
- Stablecoin giant Tether acquired a minority stake in Juventus, Italy’s most successful football club.
- The deal strengthens Tether’s footprint in European sports and positions it as a long-term player in digital finance integration within sports.
🏎 Gato.io Partners with Red Bull Racing
- Crypto exchange Gato.io struck a multi-million dollar branding deal with Formula One’s Red Bull Racing.
- The partnership will see Gato.io branding on Red Bull’s cars and race gear throughout the season.
⚡ Coinbase Signs a Stablecoin Deal with Aston Martin Aramco
- Coinbase’s latest partnership with Saudi-backed F1 team Aston Martin Aramco marks a unique deal paid entirely in stablecoins.
- This move signals a growing adoption of crypto transactions in high-profile sponsorships.
⚽ XBO.com Becomes Argentina’s National Football Team Sponsor
- Crypto exchange XBO.com secured exclusive sponsorship rights to Argentina’s national football team.
- This follows a trend of crypto firms partnering with major football leagues and national teams.
🎯 Crypto Betting Firms Push into Sports
- Sportsbet.io became the main partner of snooker’s Players Championship.
- Cloudbet signed a deal with the Professional Fighters League (PFL), a rising MMA league in the U.S..
- Crypto sportsbooks are increasingly using sports sponsorships to attract retail traders and gamblers.
Why Are Crypto Firms Flooding Sports Sponsorships?
💰 Post-Trump Optimism & Bitcoin’s Surge
- Trump’s crypto-friendly stance and pro-business policies have fueled a massive rally.
- Bitcoin’s rise past $100,000 has increased trading activity and industry confidence.
📈 Increased Sponsorship Budgets
- The average sponsorship deal value in 2025 is now $4.3 million, compared to $2.6 million in 2024.
- 2024 saw $305 million worth of new sponsorships, up from $247 million in 2023 but still below 2022’s $681 million peak.
⚡ Leveraging Global Sports Audiences
- Sports sponsorships offer crypto firms a mainstream audience, helping drive mass adoption of digital assets.
- High-profile sports leagues provide brand credibility and long-term user acquisition potential.
Regulatory Risks & Industry Scrutiny
Despite its growing presence in sports, the crypto industry faces increasing regulatory scrutiny:
⚠️ Association with High-Risk Industries
- Crypto has been compared to gambling, an industry set to be banned from Premier League shirt sponsorshipsby 2025.
- Experts warn that clubs must perform due diligence before associating with crypto brands.
⚠️ Potential Fan Backlash & Investor Risks
- Sports organizations risk alienating fans if partnered crypto firms face legal or financial troubles.
- The collapse of FTX left many teams unpaid, creating skepticism towards new crypto deals.
🚨 Past Crypto Advertising Bans
- The UK’s Advertising Standards Authority (ASA) rebuked Arsenal FC in 2021 over misleading fan token promotions.
- Regulators continue to monitor crypto ads for deceptive marketing practices.
Market Outlook: Will Crypto Sponsorships Continue to Grow?
🔹 Bullish Case:
- If Bitcoin sustains above $100,000, sponsorship budgets will likely increase.
- More crypto firms will enter high-value sports sponsorships, strengthening industry legitimacy.
🔹 Bearish Case:
- If the crypto market faces a downturn, sponsorship spending could slow.
- Regulatory scrutiny may restrict marketing practices, limiting advertising reach.
🔹 Neutral Scenario:
- Crypto firms will continue investing in sports but may diversify into alternative marketing strategies.
- Smaller, safer sponsorships (e.g., stadium partnerships instead of team ownership) could dominate.
Final Thoughts: Crypto’s Big Play in Sports Continues
Crypto and sports partnerships are making a strong comeback in 2025, with more high-value deals than in previous years. The surge in Bitcoin’s value, Trump’s pro-crypto policies, and increased investor confidence have led to a wave of new sponsorships.
However, regulatory risks remain a concern, and sports teams must carefully vet partnerships to avoid potential backlash.
📢 What’s your take? Will crypto sponsorships continue to grow, or is this another bubble? Share your thoughts on Twitter (@MoneyOyeHQ) and join our Telegram (@MoneyOyeHQ) for live discussions! 🚀🔥
FAQs
1. Why are crypto firms increasing sports sponsorships?
Crypto companies aim to expand brand awareness and capitalize on Bitcoin’s surge.
2. What are the biggest crypto sports deals of 2025?
Tether’s Juventus acquisition, Gato.io’s Red Bull partnership, and Coinbase’s F1 Aston Martin sponsorship.
3. Are crypto sponsorships risky for sports teams?
Yes. Teams must vet sponsors carefully to avoid reputational and financial risks.
4. What are the regulatory challenges for crypto in sports?
Advertising bans, fan protection concerns, and ongoing legal scrutiny remain hurdles.
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Author Bio
B Rao is a leading financial writer specializing in crypto markets, blockchain, and digital assets. Follow him on Twitter @BlockRao for expert insights.
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