Crypto Advertising In Sports Skyrockets And Future Outlook

Crypto spend rebounds after the crash

The cryptocurrency sector has staged a powerful return to sports advertising. After the volatility of 2022 forced cancellations like the FTX collapse, the landscape has shifted. According to SportQuake’s marketplace report, sponsorship spend is up 20 percent year-on-year, totalling $565 million in 2024/25.

Crypto.com, Coinbase and OKX lead the investment, with Crypto.com alone committing $213 million into assets such as the English Premier League and Formula 1. Meanwhile, Kraken, Gate.io and Bitpanda are making bold entries, demonstrating the sector’s resilience.

Why crypto is betting on sports partnerships

The strategy behind these deals is clear. Crypto companies use sports partnerships to drive mainstream adoption, build legitimacy, and connect with mass fan bases. Sport offers global reach and loyalty that resonates with the decentralised ethos of crypto.

• Mass adoption: Fans in football, cricket, combat sports, basketball and golf are exposed to crypto every week.
• Legitimacy: Activations add trust, especially when connected to ambassadors and global icons.
• Reach: Logos on shirts, arena signage, and NFT campaigns allow crypto brands to hit diverse demographics.

This is why major events like the Super Bowl have been dubbed “Crypto Bowls”, reflecting the volume of blockchain companies using sponsorships to break into the mainstream.

Case studies crypto brands rewriting the playbook

World Sports Advertising has brokered some of the most recognisable crypto campaigns, highlighted in Our Work and Activations.

• Floki and Napoli FC sports partnership case study – bringing blockchain branding into Italian football.
• Floki’s official crypto token partnership with World Table Tennis – expanding into global tournaments.
• Floki sponsors India’s cricket tour of Sri Lanka – tapping into one of the world’s biggest audiences.
• Case study Apu Token partners with BKFC – proof that combat sports offer high engagement for crypto.
• Floki x Alfa Romeo F1 a high speed partnership – aligning with motorsport excellence.
• Floki x Nottingham Forest – a multi-layered approach showing how crypto can go beyond shirt logos.

These sit alongside deeper analysis in our Floki and Apu case study, which demonstrates how crypto brands are already reshaping the global sponsorship landscape.

Creative activations not just logos

Crypto companies now activate beyond basic signage:

• OKX created immersive metaverse fan zones with Manchester City players.
• Binance and others developed NFT collections offering fans digital ownership of iconic sporting moments.
• Kraken invested in F1 fan experiences that reached almost 200,000 fans worldwide.

These activations mirror trends we have explored in why esports is the ultimate advertising arena, as digital-first audiences are often more receptive to crypto.

A global view of opportunity

The Middle East has emerged as a pivotal hub, highlighted in the region’s game-changing rise in global sports. With visionary governments and major investments, the Gulf has become fertile ground for blockchain activations across football, UFC and Formula 1.

Sports partnerships deliver loyalty, passion and credibility. That’s why brands considering entry should study guides like how to advertise in sports your playbook for global impact, and the power play of how sports advertising scores big for modern brands.

Looking ahead

With Premier League clubs preparing to replace betting sponsors, crypto exchanges are expected to become front-of-shirt leaders by 2026/27. At the same time, legends like Messi and Ronaldo may soon make their final World Cup appearances, moments that could intertwine with new blockchain-led activations.

For brands ready to step in, it’s clear why advertising through sport scores big. And for those choosing the right partner, World Sports Advertising remains the winning choice.

Explore our FAQs to learn more, or contact us to discuss how your brand can take part in this fast-growing space.

FAQs

Why is crypto advertising in sports growing so quickly?

Because sport delivers passion, loyalty and mass global reach, making it the perfect platform for crypto adoption.

What are some examples of crypto campaigns in sport?

Floki’s partnerships with Napoli FC, Alfa Romeo F1, Nottingham Forest and World Table Tennis, and Apu Token’s BKFC activation, are prime case studies.

How do crypto brands activate beyond sponsorship logos?

Through NFTs, metaverse fan zones, immersive experiences, and even crypto-financed player transfers.

Where is the strongest growth for crypto sports partnerships?

Europe’s football leagues, Formula 1, and Middle Eastern markets, where governments and clubs are actively embracing blockchain sponsorships.