In 2021, the sports industry saw an unprecedented wave of investment from crypto exchanges, plugging post-Covid revenue holes and sparking a new frontier in sponsorship. That wave crashed in 2022’s crypto winter. But now, in 2024/25, the tide is rising again — with a smarter, more targeted, and increasingly competitive crypto comeback.
According to SportQuake’s latest Marketplace Report, Crypto.com remains the industry’s top spender, leading a renewed surge in sponsorship investment that signals both resilience and recalibration.
Key Highlights from the 2024/25 Crypto Sports Sponsorship Landscape:
- Crypto.com tops the charts again with US$213 million in spend, bolstered by high-profile deals in the UEFA Champions League and Formula One.
- Coinbase and OKX remain in the top three, with strong multichannel activation strategies.
- Gate.io made a stunning market entry, investing US$53 million in its first year — the most aggressive crypto sponsorship launch since 2021.
- Formula One continues to attract crypto capital, with US$174 million in annual spend — six active exchanges now involved (up from four in 2023).
- Soccer dominates: 20 of the 34 new crypto deals in 2024/25 were football-based, as clubs continue to look for global, tech-driven partners.
The Context: From Collapse to Correction
The spectacular collapse of FTX in 2022 cast a long shadow over crypto sponsorships — with hundreds of millions evaporating overnight across deals with the Miami Heat, MLB, and Mercedes F1. Rights holders learned hard lessons. Due diligence got sharper. Categories became more curated.
Fast forward to 2024, and what we’re seeing now is not just a recovery — it’s a more intentional, mature evolution of the crypto-sports relationship.
Brands like Kraken and Bitpanda are crafting portfolios around strategic visibility — sleeve sponsorships, team branding, and performance-focused narratives that align with their product positioning. Meanwhile, regulatory clarity and user education have improved, helping fans engage with crypto with less friction and more trust.
For clubs, leagues, and federations, crypto’s resurgence represents an opportunity — but this time, it must be value-led, not just valuation-led.
Our Recommendations:
- Segment Crypto Brands by Maturity and Product Use Case
→ Distinguish between exchanges (e.g., Coinbase, Kraken), payment apps, NFT platforms, and Web3 tools. Tailor sponsorship rights accordingly. - Build Hybrid Assets
→ Combine traditional inventory (shirt, sleeve, in-stadium) with Web3-native assets like token drops, exclusive NFTs, and real-time trading experiences during matches or races. - Leverage the Premier League Betting Ban (2026/27)
→ As betting brands exit front-of-shirt space, crypto brands are primed to fill that vacuum. Prepare now by initiating early category dialogues. - Secure Fan Trust Through Education
→ Co-create explainer content, transparency dashboards, and fan literacy programs to ensure the partnership builds community, not confusion.
At 365247 Consultancy, we help sports properties and brands reimagine commercial strategies for the future of fandom. If you’re evaluating new categories, shaping your partnerships, or preparing to fill the post-betting sponsorship gap — we’re ready to help. Get in touch
