Following President Trump’s return to the White House, a cryptocurrency resurgence has been in the works, and the sports industry may be benefiting from the spike.
Recently, various crypto companies are “increasing their sports investments and sponsorships” to “capitalize on renewed enthusiasm for the industry,” according to the Financial Times. Just this month, stablecoin group Tether bought a 5% stake in Serie A club Juventus. Crypto exchange Gato.io also “struck a branding deal” with F1 racing team, Red Bull Racing.
The resurgence of Bitcoin has “injected new life into the sector’s capacity to fund sports sponsorships”. Marketing agency SportQuake has reported that crypto businesses struck 22 deals with sports groups this year, compared to just 18 last year. This added average value since the start of 2025 is roughly $4.3 million, compared to the $2.6 million in the same period last year.
Today, cryptocurrency’s presence can be felt throughout the sports industry, transforming sports betting, helping increase revenue, and improving fan experiences. In this post, we’ll look at some key examples of how cryptocurrency’s comeback is impacting the sports industry:
Crypto and sports betting
Sports betting is a popular activity for many sports fans. A 2022 Pew Research Center sports betting survey revealed that around one in five American adults have personally bet money on sports, whether with friends or family, in person at a casino, or online with a betting app. Among them, 6% have placed sports bets online using a betting app, sportsbook, or casino. In addition to the convenience of the Internet, the rise of cryptocurrency offers more security for bettors handling large bets and potential winnings.
Leading crypto sports betting platform Thunderpick currently offers betting for different professional sports leagues, from the NBA and the NHL to the MLB. Thunderpick’s model as a crypto-exclusive platform allows bettors to place bets using reputable currencies like Bitcoin and Ethereum, as well as smaller currencies like TRON and Dogecoin, offering flexibility.
Compared to using fiat currency, sports betting using crypto offers faster deposit and withdrawal speeds without any additional processing or transaction fees. Platforms like Thunderpick also offer helpful bonuses for bettors, from a Welcome Bonus for beginner bettors to a VIP Club for experienced veterans.
Crypto and sports jerseys
Aside from sports betting, cryptocurrencies are striking direct deals with sports teams and leagues to help increase revenue. In a previous post, we highlighted how crypto exchange Crypto.com’s multi-million NBA deal allows the company to feature its logo on NBA jerseys. In turn, this sponsorship helps boost the NBA league’s revenue. Crypto.com’s NBA deal also manifests in its rebranding of the iconic Staples Center, now simply called the Crypto.com Arena.
Back to the jerseys, Crypto.com has also been the jersey-patch sponsor for the Philadelphia 76ers since 2021. This means that, for every photo and highlight clip of superstar player Joel Embiid, the crypto company’s logo is prominently displayed in the left corner of the center player’s jersey. Previously, the Sixers’ jersey-patch partner had been exchange and resale company StubHub since 2017, marking the clear industry shift towards cryptocurrency.
Outside of the NBA, English Premier League team Tottenham Hotspur also recently brought on crypto exchange platform Kraken as their new sleeve sponsor. In July 2024, Kraken became the club’s first official crypto and Web3 partner, giving the company sleeve sponsorship rights for the men’s and women’s first teams. In addition to their branding being on the jerseys, Kraken will help spread awareness and information on the cryptocurrency world through exclusive content, pop-up shows, and behind-the-scenes access as part of the fan experience for Spurs fans.
Crypto companies behind sports fan experiences
In our introduction, we mentioned crypto exchange Gato.io’s branding deal with Red Bull’s F1 racing team. Late last year, Crypto.com also confirmed its contract extension with F1, a deal initially struck in 2021 at a reported value of $100 million. Thanks to this extension, the crypto company will remain a global F1 partner until 2030.
Aside from branding opportunities, the partnership also means Crypto.com will create exclusive fan experiences and activations at Grand Prix events. Previously, the company also partnered with the Aston Martin F1 team and currently has a deal with Europe’s soccer governing body, UEFA.
Other crypto companies that partnered with specific sports leagues or teams are also looking to help improve sports fan experiences. Digital investment platform Bitpanda, which recently signed a multi-year partnership with French soccer team Paris Saint-Germain as a Premium Partner, has initiatives including bespoke content and experiences across PSG’s channels. The company will also be offering exclusive match day experiences at the Parc des Princes stadium. Outside of match days, Bitpanda users will also have access to unique experiences like meet-and-greets with current and former PSG players, exclusive events, and privileged access to club activities.
Some other ways that crypto has made its presence known in sports is through non-fungible tokens (NFTs). NBA previously set up NBA Top Shot, allowing fans to trade “moments” from the NBA league using limited-edition NFTs. Celebrated soccer icon Cristiano Ronaldo had also launched his own collection of NFTs on the Binance network, while the NFL established its counterpart to the NBA Top Shot platform, allowing fans to collect NFTs based on events and milestones from the NFL calendar.
At the end of the day, cryptocurrency involvement in the sports industry is looking to continue its rapid rise. Whether by facilitating sports betting or by increasing branding presence in team merchandise, crypto will continue to leave its mark on the sports industry.
