PANews reported on February 24 that according to Theblock, cooperation between cryptocurrency companies and sports organizations is increasing, from Formula One team sponsorship to football, mixed martial arts and even snooker. Cryptocurrency exchanges such as Coinbase, Gate.io and XBO.com, stablecoin issuer Tether, and cryptocurrency gambling sites Sportsbet.io and Cloudbet have recently signed important partnerships with sports organizations.
According to data from marketing agency SportQuake cited by the Financial Times, 22 deals have been concluded so far in 2025, with an average value of $4.3 million, compared with 18 deals with an average value of $2.6 million in the same period last year.
Notable collaborations include Tether’s acquisition of a minority stake in Italian soccer team Juventus, valued at approximately $50 million.
Coinbase recently entered into a partnership with Aston Martin’s Formula One racing team, Aston Martin Aramco, in a deal that was paid entirely in stablecoins. The value of the transaction was not disclosed. Coinbase’s logo appeared on the team’s recently unveiled AMR25 race car.
Gate.io has also signed a deal with Oracle Red Bull Racing that will see its logo appear on the team’s cars, racing suits and the helmet of four-time world champion Max Verstappen.
Cryptocurrency exchange XBO.com recently signed a partnership to become the official global sponsor of the Argentina national football team through 2025. XBO will launch special promotions, rewards, and marketing campaigns featuring the team’s athletes.
Other notable partnerships include Sportsbet.io’s title deal with snooker’s Players Championship, and a multi-year agreement between crypto casino Cloudbet and mixed martial arts organization the Professional Fighters League.
