Crypto companies are “increasing their sports investments and sponsorships as they seek to capitalise on renewed enthusiasm for the industry” after President Trump returned to the White House, according to Asgari & Agini of the FINANCIAL TIMES. This month, stablecoin group Tether bought a 5% stake in Serie A club Juventus, while crypto exchange Gato.io “struck a branding deal” with F1 racing team Red Bull Racing. FTX’s collapse in late 2022 “left numerous sports teams and leagues out of pocket,” but bitcoin’s resurgence has “injected new life into the sector’s capacity to fund sports sponsorships.” Marketing agency SportQuake reported that crypto businesses “have struck 22 deals with sports groups this year, compared to 18 in the same year period last year,” adding that the average value of new deals since the start of 2025 is roughly $4.3M compared to $2.6M in the same period last year. Other deals completed this year include a partnership between Coinbase and the Saudi Arabia-backed F1 team Aston Martin Aramco, as well as crypto exchange XBO.com becoming the official sponsor of Argentina’s national football team (FINANCIAL TIMES, 2/23).
Crypto companies adding to sports deals with Trump in White House
