While Super Bowl LIX may not have embraced crypto as anticipated, the connection between sports, F1, and cryptocurrency has strengthened dramatically in recent months.

Crypto funds are flowing into sports with 22 sponsorships this year, averaging $4.3 million, compared to 18 deals worth $2.6 million in 2024. Several key long-term agreements between blockchain firms and sports entities are reshaping fan engagement and further integrating digital assets into the mainstream.

Major Crypto Partnership Deals Shaping in Sports and F1 2025

The most notable agreement this year is Tether’s $50 million investment in Juventus, aimed at combining blockchain, AI and biotechnology 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.

Coinbase has also made waves by partnering with Aston Martin’s F1 team, Aston Martin Aramco, in a groundbreaking deal entirely funded in stablecoins, featuring the Coinbase logo on the team’s AMR25 race car.

Other notable partnerships include Gate.io’s collaboration with Oracle Red Bull Racing, with their logo gracing the team’s vehicles and Max Verstappen’s helmet.

Bybit’s Historic Hack Might Slow Things Down a Bit

Despite crypto’s advancements in sports, dangers still loom. A hack at Bybit, involving $1.5 billion, has highlighted the vulnerabilities of supposedly secure systems.

“As far as we know, this could be the largest hack in the history of our industry,” stated Bybit CEO Ben Zhou.

This situation emphasizes potential pitfalls for sports entities partnering with crypto platforms. While Bybit sponsored Red Bull Racing from 2022 until early 2025, they exited sponsorship just prior to the cyberattack.

Looking forward, the alliance between sports and cryptocurrency is expected to expand, with blockchain technology creating fresh opportunities for interaction and sponsorship.

We remember Crypto.com’s slogan, “Fortune favors the bold,” but avoiding past mistakes is crucial. These partnerships are about managing risks as much as they are about capitalizing on cultural shifts.

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Key Takeaways

• The synergy between sports, F1, and cryptocurrency is rapidly evolving.
• Despite the integration, risks persist, as illustrated by the recent Bybit hack.