Crypto advertisement was something that was noticeably absent from last year's Super Bowl, which can be considered as one of the biggest sporting events in the U.S. This was a stark contrast to the previous Superbowls, where the presence of crypto companies could be felt throughout the entire event.

Despite its pullout from the Super Bowl, crypto firms has remain deeply invested in the sports industry. According to the Financial Times, citing marketing agency SportQuake, crypto companies have increased their sports partnerships in 2025.

So far, 22 deals have been struck at an average value of $4.3 million, a sharp increase to the 18 deals worth $2.6 million during the same period last year. One of the most notable partnerships is Tether’s acquisition of a minority stake in Juventus (Juve), the renowned Italian football club, in a deal valued at approximately $50 million. Tether CEO Paolo Ardoino emphasized that this investment aligns with the company’s strategy to merge digital assets, AI, and biotech with the global sports industry.

Meanwhile, Coinbase has partnered with Aston Martin’s Formula One racing team, Aston Martin Aramco, in a deal paid entirely in stablecoins. Though the financial details remain undisclosed, the Coinbase logo now features on the AMR25 race car.

Rival exchange Gate.io has also entered the Formula One scene by securing a sponsorship deal with Oracle Red Bull Racing. The exchange's branding will be prominently displayed on the team’s car, race suits, and the helmet of four-time world champion Max Verstappen. Gate.io CEO Dr. Lin Han highlighted that the partnership comes at a time when blockchain is expanding beyond finance, with motorsport serving as a key area for innovation.

Beyond racing, crypto exchange XBO.com has become the official global sponsor of Argentina’s national football team for 2025. As part of the partnership, XBO will launch special promotions, rewards, and marketing campaigns featuring the team’s top athletes.

Additional deals in the space include Sportsbet.io securing the title sponsorship for Snooker’s Players Championship and Cloudbet signing a multi-year partnership with the Professional Fighters League (PFL), further solidifying crypto's growing footprint in the sports industry. Despite the quiet presence at the Super Bowl, crypto firms continue to strengthen their ties with major global sports organizations, ensuring that digital assets remain embedded in the future of sports marketing.

Resurgence of Crypto companies triggered by Trump's Election victory

The resurgence of cryptocurrency is not only driven by market dynamics but also by political factors, particularly in the United States.

Donald Trump’s potential return to the White House has reignited discussions around digital currencies, as he remains a vocal opponent of crypto-related fraud while simultaneously fueling market enthusiasm.

His administration’s past remarks once shook the industry, yet now, with the launch of a meme coin into the digital economy, he has inadvertently rekindled interest in crypto and propelled Bitcoin to new heights.

However, despite this renewed momentum, the industry still faces significant reputational and regulatory challenges, particularly in high-risk investment areas like crypto-based gambling, which has seen $2 billion in activity.

Some sponsorships—such as those involving gambling—remain controversial and would likely be rejected for placement on team jerseys, raising concerns about reputational risks for sports organizations partnering with crypto firms.

Due diligence is crucial before engaging in such partnerships, as evidenced by past regulatory scrutiny. In 2021, the UK’s Advertising Standards Authority condemned Arsenal Football Club for marketing ‘fan tokens’ without adequately disclosing investment risks, underscoring the potential consequences of irresponsible crypto marketing.

A New Era of Collaboration

Cryptocurrency companies have re-emerged as major players in the sports sponsorship landscape, marking a pivotal moment for both industries.

As digital finance continues to evolve, future strategic collaborations will shape fan engagement, strengthen brand loyalty, and set new industry standards within the sports ecosystem.

However, this growing synergy does not come without challenges, as regulatory scrutiny and reputational risks remain significant hurdles. Despite these concerns, rising sponsorship values and reports of highly profitable partnerships highlight crypto’s firm foothold in sports marketing, positioning the industry for both innovation and obstacles ahead.

Moving forward, the implementation of strategic partnerships and sustainable marketing practices will be crucial in ensuring that this renewed collaboration between crypto and sports drives global digitalization while maintaining credibility and long-term success.