While Super Bowl LIX disappointed on the crypto front, unlike the pre-FTX days, sports, F1, and crypto have forged a dynamic bond in recent months.
Crypto money is flooding into sports, with 22 sponsorships this year averaging $4.3 million, well above 2024’s 18 deals at $2.6 million each.
Here are the few long-term deals between blockchain companies and sports organizations reshaping fan interaction and pushing digital assets further into the mainstream.
Major Crypto Partnership Deals Shaping in Sports and F1 2025
The biggest deal to be struck this year is Tether’s $50 million buy-in with Juventus, aiming to fuse blockchain, AI, and biotech with sports.
“Aligned with our strategic investment in Juve, Tether will be a pioneer in merging new technologies, such as digital assets, AI, and biotech, with the well-established sports industry to drive change globally,” said Tether CEO Paolo Ardoino.
JUST IN: 🇮🇹 Tether investments announces strategic minority stake in @juventusfc. pic.twitter.com/gvfAHHKNLA
— Whale Insider (@WhaleInsider) February 14, 2025
Similarly, Coinbase partnered with Aston Martin’s F1 team, Aston Martin Aramco, in a groundbreaking deal paid entirely in stablecoins. Much wow! Coinbase’s logo proudly adorns the team’s AMR25 race car, bringing crypto branding to the global F1 stage.
Other prominent deals include Gate.io’s partnership with Oracle Red Bull Racing, with the company’s logo displayed on the team’s cars, race suits, and four-time world champion Max Verstappen’s helmet.
Bybit’s Historic Hack Might Slow Things Down a Bit
Although crypto is breaking into every corner of sports, risks still linger. Bybit’s $1.5 billion hack exposed the fragility of so-called secure systems, a stark warning for everyone playing in this space.
“As far as we know, this could be the largest hack in the history of our industry,” Bybit CEO Ben Zhou stated, reflecting the gravity of the situation.
LATEST: Bybit has bought 266,694 $ETH worth around $742M after being hacked, according to data from @arkham. pic.twitter.com/zOenPI8Bts
— Cointelegraph (@Cointelegraph) February 24, 2025
The incident highlights a potential pitfall for sports teams partnering with crypto platforms. Bybit, which sponsored Red Bull Racing from 2022 to early 2025, exited the partnership just before the cyberattack.
Red Bull replaced them with Gate.io, but the situation raises concerns about the reputational risks for sports organizations relying on crypto sponsors.
What Lies Ahead?
Sports and crypto are locked in a fast-growing partnership in 2025, with blockchain tech driving new opportunities for interaction and sponsorship, such as F1.
From stadiums to speedways, the crossover promises futuristic fan experiences, yet the risks remain just as real as the rewards. We all remember Crypto.com’s “Fortune favors the bold,” yeah? Don’t want another one of those. These deals are as much about navigating vulnerabilities as they are about cashing in on cultural momentum
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Key Takeaways
- Sports, F1, and crypto have forged a dynamic bond.
- Although crypto is breaking into every corner of sports, risks still linger like the recent Bybit hack.
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