SportQuake’s latest MarketPlace: Crypto Focus report reveals that crypto exchanges are back in growth mode, increasing investment to reach $565M in global sports sponsorship spend for the 2024/25 season – a 20% year-on-year increase, and just $120M off the all-time peak.
Growth was driven by major portfolio expansions from some of the industry’s biggest players and increased investment in football (soccer) across the board.
Those expansions were non-US spend as brands invest in global sponsorships and international markets while they wait to see President Trump’s US crypto policies.
2025/26 spend is expected to return towards 2022/23 peak, driven by a combination of incumbent brands spending more and a new wave of first-time spenders.
Football Crypto partnerships: Still #1
Football is still dominant, accounting for 59% of all new sponsorships in 2024/25. Football gives crypto brands rapid, multi-market awareness, credibility, and trust at scale – crucial for building confidence among first-time depositors.
Uniform branding – shirt and sleeve deals – account for 37% of crypto sponsorships, more than double the industry average, signalling a clear intent to gain legitimacy and mainstream recognition.
From the 2026/27 season betting brands will be banned from buying the front of shirt advertising position in the Premier League.
Premier League front of shirt sponsorship is a thinly traded marketplace, with typically only 4-5 teams available per season. So, with availability doubling and the biggest buyer coming out, simple supply and demand economics indicate the market is likely to be softer year-on-year – presenting a once in a generation buying opportunity for non-betting brands.
Formula 1 Crypto deals: Growth on the grid
Crypto and Formula 1 continue to deepen their relationship. Six exchanges are now active in the sport – up from four in 2024 – with category spend reaching an all-time high.
Crypto.com’s long-standing global partnership has become a blueprint for sustained, credible visibility, while Kraken and Bitpanda have entered with targeted, multi-market plays.
Formula 1’s global calendar, tech-first fanbase, and cultural relevance – including a 1.5 billion global TV audience combined with the ability to activate locally – make it a natural home for crypto’s international growth strategies.
Esports Crypto investment: Keep a watching brief
Spend in esports has seen an 85% drop-off since 2022, from a high of $58M to just $8M in 2024/25, esports looks to be somewhat oversold.
Bearing in mind the underlying fit between esports audiences and crypto audiences, esports and with prices reducing, we are now seeing early signs of crypto buyers returning.
For forward-thinking brands like Flipster, esports offers a unique blend of awareness, education, and engagement – without the noise or competition of other channels.
The big spenders in Crypto sports sponsorship
The top 10 crypto exchanges are now investing $539M+ annually across global sport.
Crypto.com cemented its category dominance by adding the UEFA Champions League to an already world-class portfolio. Gate.io made a bold $53M entry in just 12 months, while Kraken expanded its presence with sleeve deals at Tottenham Hotspur, Atlético Madrid, and RB Leipzig to complement their Williams Formula 1 partnership.
Excluding Crypto.com, the top 10 brands are spending an average of $36M per year as they seek to dominate awareness, unlock new markets, and deepen user understanding, engagement and ultimately deposits.
What’s next for Crypto sports sponsorship?
Download the full report for detailed insights and the key trends shaping 2025/26 strategy.
Unlock the Crypto MarketPlace report: Premier League Crypto advertising opportunities