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Crypto sponsorship in Formula 1: Full research and insights
Formula One is not a sport for everyone to participate in, but it is certainly one for everyone to watch in awe. F1 roots go back to European Grand Prix racing in 1946. Today, it represents the pinnacle of speed, innovation, teamwork, and technology, with 10 teams competing at the highest level.
F1 consistently captures global attention and remains one of the most attractive events for corporate sponsorships. Its sponsor history reflects more than just logos — it mirrors the cultural and economic priorities of different eras. Rolex, Shell, and leading car manufacturers have all been prominent partners. When oil giants like Shell, Petronas, and HP dominated F1 sponsorships, the message was clear: this was an oil-driven economy. However, a look at the 2025 sponsorship landscape suggests a new frontier — fintech and crypto.
The BitOK team analysed the ongoing phenomena of crypto brands' partnerships with Formula One and presents the outcomes in this article. The research includes an alternative estimation of the deal costs. For the majority of sponsor packages with crypto and Web3 brands, the agreement price has never been revealed. The BitOK estimation of all such partnerships is, to date, the only source for the overall evaluation of all crypto collaborations with F1.
F1 consistently captures global attention and remains one of the most attractive events for corporate sponsorships. Its sponsor history reflects more than just logos — it mirrors the cultural and economic priorities of different eras. Rolex, Shell, and leading car manufacturers have all been prominent partners. When oil giants like Shell, Petronas, and HP dominated F1 sponsorships, the message was clear: this was an oil-driven economy. However, a look at the 2025 sponsorship landscape suggests a new frontier — fintech and crypto.
The BitOK team analysed the ongoing phenomena of crypto brands' partnerships with Formula One and presents the outcomes in this article. The research includes an alternative estimation of the deal costs. For the majority of sponsor packages with crypto and Web3 brands, the agreement price has never been revealed. The BitOK estimation of all such partnerships is, to date, the only source for the overall evaluation of all crypto collaborations with F1.
F1 & Fintech
F1 & Fintech
A total of 30 Web3 and crypto brands have been established as partners at Formula One since 2019. The ice breaker for industry collaboration with Formula One commenced with the Crypto.com agreement in 2021. F1, as one of the most prestigious sports events for almost a hundred years, does not accept just any names for partnerships. Crypto.com becoming one of them signified a growing credibility toward digital finance.
Crypto.com now stands out with its numerous titles, including being an Official Partner of the Miami Grand Prix. It is one of the longest-standing partners for Formula One, with the current sponsor agreement extended through 2030.
The other manifestation delivered to the world through a collaboration between Formula One and the crypto industry is the first precedent of sponsorship payment in USDC, under an agreement between Coinbase and Aston Martin in February 2025. Before that, Web3 brands were still delivering installments to F1 in traditional currency.
Crypto.com now stands out with its numerous titles, including being an Official Partner of the Miami Grand Prix. It is one of the longest-standing partners for Formula One, with the current sponsor agreement extended through 2030.
The other manifestation delivered to the world through a collaboration between Formula One and the crypto industry is the first precedent of sponsorship payment in USDC, under an agreement between Coinbase and Aston Martin in February 2025. Before that, Web3 brands were still delivering installments to F1 in traditional currency.
Formula One partnership cost
Formula One partnership cost
Formula One partnerships are bespoke deals. They are highly customized and may include a variety of scenarios, so there is no "standard" rate for them. The ongoing trend of F1 partnerships with crypto brands delivers a new kind of support that the sports scene has not seen before. Even when official announcements state the package cost, they rarely display the full price.
There are several business reasons for the publicly known sponsor package deviating from its actual cost. Below we state the main ones:
There are several business reasons for the publicly known sponsor package deviating from its actual cost. Below we state the main ones:
- Confidentiality and non-disclosure clauses.
- Incentives, bonuses, and "value add" components (including performance-based bonuses and similar).
- Sponsorship benefits that are delivered as "in-kind" elements, which include technology, goods, and services. This point is particularly relevant to crypto brand sponsor support, as it brings in tech elements and introduces new types of fan activities to the scene.
- Complex multi-tier sponsorship structures that include many layers (global partner, regional rights, race-specific rights, category exclusivity). The public announcement might combine or simplify those tiers, masking the full sum. An example of such complexity is presented in the Stake & F1 agreement. As a casino and betting company, Stake has limitations on advertising activities in many locations, so it uses the Kick brand name in those countries.
- Cost cap & regulatory implications. In modern Formula One, certain aspects of a sponsorship deal may be treated differently under regulatory frameworks, which can discourage full disclosure.
Clarifying the true value of crypto brand agreements with Formula One involves several key components for estimation. We outline our approach to analysis in our F1 & Crypto summary table.
From hype to trust
From hype to trust
An overview of all crypto partnerships with Formula One underscores the growing economic influence of digital finance and the Web3 sector.
According to our estimate, the total value of crypto brands' agreements with Formula One from 2021 to 2025 exceeds $ 1 billion USD.
According to our estimate, the total value of crypto brands' agreements with Formula One from 2021 to 2025 exceeds $ 1 billion USD.
We see the rise of crypto brands in taking a larger part of F1 sponsorships every year, as illustrated by the growing number of partners and value in below diagrammes.
Our estimates align with Amper Analysis, evaluating technology and financial service brands as the largest investors in the F1 2025 season, each accounting for around 20% of all new sponsorship deals. Ampere assessment covers all brand sponsorship across F1 and its teams, and its cost for 2025 is over $2.9bn.
BitOK’s research is based on the key authentic features of crypto partnerships — ranging from exclusive agreements that extend beyond simple brand visibility to the complexity of contractual terms and innovative approaches to audience engagement.
We examined the hidden costs of these collaborations, providing estimates even for deals with undisclosed details. A financial evaluation reveals the real price crypto companies are willing to pay today to gain credibility and public acceptance.
At the same time, strengthening the image of digital finance is only part of the challenge; maintaining long-term trust is equally critical. In this regard, credibility in finance increasingly depends on modern digital compliance, which helps reduce risks and secure reliable conditions for digital transactions. Modern crypto exchanges and digital finance companies are already approaching the reliability and compliance standards of traditional banks. Technologically, however, they are far ahead of any conventional financial organization.
BitOK’s research is based on the key authentic features of crypto partnerships — ranging from exclusive agreements that extend beyond simple brand visibility to the complexity of contractual terms and innovative approaches to audience engagement.
We examined the hidden costs of these collaborations, providing estimates even for deals with undisclosed details. A financial evaluation reveals the real price crypto companies are willing to pay today to gain credibility and public acceptance.
At the same time, strengthening the image of digital finance is only part of the challenge; maintaining long-term trust is equally critical. In this regard, credibility in finance increasingly depends on modern digital compliance, which helps reduce risks and secure reliable conditions for digital transactions. Modern crypto exchanges and digital finance companies are already approaching the reliability and compliance standards of traditional banks. Technologically, however, they are far ahead of any conventional financial organization.
Mapping Formula One’s Crypto Partnerships:
Mapping Formula One’s Crypto Partnerships:
F1 Crypto Partners by Seasons Overview
2025
F1 Crypto Partners by Seasons Overview
2025
F1 Team
Partner
Package Estimate
McLaren F1 Team
OKX
$32M
Mercedes-AMG PETRONAS F1
Nuvei
$6M
Oracle Red Bull Racing
Gate.io
$32M
Oracle Red Bull Racing
Sui / Mysten Labs
$5M
Williams Racing
Kraken
$10M
Aston Martin Aramco
Coinbase
$20M
Aston Martin Aramco
Pepperstone
$5M
BWT Alpine F1 Team
Binance
$4M
BWT Alpine F1 Team
ApeCoin DAO
$3M
BWT Alpine F1 Team
INFINOX
$2.5M
BWT Alpine F1 Team
QANplatform
$1.5M
BWT Alpine F1 Team
Endstate
$0.6M
Visa Cash App Racing Bulls
Cash App
$25M
Stake F1 Team KICK Sauber
Stake
$40M
Stake F1 Team KICK Sauber
Kick.com
$10M
Stake F1 Team KICK Sauber
CoinPayments
$5M
Stake F1 Team KICK Sauber
PicPay
$6M
MoneyGram Haas F1 Team
MoneyGram
$30M
MoneyGram Haas F1 Team
ZOOMEX
$4M
Formula 1 (Series)
Crypto.com
$20M
Formula 1 (Series)
Crypto.com (Event — Miami GP)
$12M
2024
2024
F1 Team
Partner
Package Estimate
McLaren F1 Team
OKX
$32M
Mercedes-AMG PETRONAS F1
Nuvei
$6M
Oracle Red Bull Racing
Sui / Mysten Labs
$5M
Oracle Red Bull Racing
Bybit
$50M
Williams Racing
Kraken
$10M
BWT Alpine F1 Team
Binance
$4M
BWT Alpine F1 Team
ApeCoin DAO
$3M
BWT Alpine F1 Team
INFINOX
$2.5M
BWT Alpine F1 Team
QANplatform
$1.5M
Visa Cash App Racing Bulls
Cash App
$25M
Stake F1 Team KICK Sauber
Stake
$40M
Stake F1 Team KICK Sauber
Kick.com
$10M
MoneyGram Haas F1 Team
MoneyGram
$30M
Formula 1 (Series)
Crypto.com
$20M
Formula 1 (Series)
Crypto.com (Event — Miami GP)
$12M
2023
2023
F1 Team
Partner
Package Estimate
McLaren F1 Team
OKX
$32M
McLaren F1 Team
Tezos
$3M
Mercedes-AMG PETRONAS F1
Nuvei
$6M
Oracle Red Bull Racing
Sui / Mysten Labs
$5M
Oracle Red Bull Racing
Bybit
$50M
Williams Racing
Kraken
$10M
Williams Racing
Terra Virtua (Virua)
$1.2M
Aston Martin Aramco
Crypto.com
$5M
Aston Martin Aramco
Socios.com / $AM Fan Token
$1.5M
BWT Alpine F1 Team
Binance
$4M
BWT Alpine F1 Team
QANplatform
$1.5M
Stake F1 Team KICK Sauber
Stake
$40M
Stake F1 Team KICK Sauber
Socios.com / $SAUBER Fan Token
$2M
MoneyGram Haas F1 Team
MoneyGram
$30M
MoneyGram Haas F1 Team
OpenSea
$1.5M
Formula 1 (Series)
Crypto.com
$20M
Formula 1 (Series)
Crypto.com (Event — Miami GP)
$12M
2022
2022
F1 Team
Partner
Package Estimate
McLaren F1 Team
OKX
$32M
McLaren F1 Team
Tezos
$3M
Mercedes-AMG PETRONAS F1
FTX
$16M
Scuderia Ferrari HP
Velas Network AG
$40M
Oracle Red Bull Racing
Bybit
$50M
Oracle Red Bull Racing
Tezos
$4M
Williams Racing
Terra Virtua (Virua)
$1.2M
Aston Martin Aramco
Crypto.com
$5M
Aston Martin Aramco
Socios.com / $AM Fan Token
$1.5M
BWT Alpine F1 Team
Binance
$4M
Visa Cash App Racing Bulls
Fantom
$2M
Stake F1 Team KICK Sauber
Floki
$2M
Stake F1 Team KICK Sauber
Socios.com / $SAUBER Fan Token
$2M
MoneyGram Haas F1 Team
OpenSea
$1.5M
Formula 1 (Series)
Crypto.com
$20M
Formula 1 (Series)
Crypto.com (Event — Miami GP)
$12M
2021 and earlier
2021 and earlier
F1 Team
Partner
Package Estimate
Season
McLaren F1 Team
Tezos
$3M
2021
McLaren F1 Team
Bitci
$1.5M
2021
Mercedes-AMG PETRONAS F1
FTX
$16M
2021
Oracle Red Bull Racing
Tezos
$4M
2021
Aston Martin Aramco
Crypto.com
$5M
2021
Aston Martin Aramco
Socios.com / $AM Fan Token
$1.5M
2021
Visa Cash App Racing Bulls
Fantom
$2M
2021
Stake F1 Team KICK Sauber
Socios.com / $SAUBER Fan Token
$2M
2021
Formula 1 (Series)
Animoca Brands / F1® Delta Time
$1.5M
2021
Formula 1 (Series)
Animoca Brands / F1® Delta Time
$1.5M
2020
Formula 1 (Series)
Animoca Brands / F1® Delta Time
$1.5M
2019
Media sources used in this research:
Media sources used in this research:
FTX and Mercedes-AMG Petronas F1 Team Announce Long-Term Partnership
Red Bull Racing loses major sponsor Bybit
Tezos ending Red Bull sponsorship deal
Williams and Kraken Extend Fan-First Partnership Into 2025
Top ten current sponsor partners of Williams Racing
Williams F1 2024 Sponsors List, Team Principal, Drivers, Livery, and more
Aston Martin claim F1 first with sponsorship paid in crypto
Top ten current sponsor partners of Williams Racing
Alpine Esports Signs QANplatform As Its Official Blockchain Partner To Support Fan Engagement, Team Performance and Operations
BWT Alpine F1 Team and Alpine Endurance Team announce partnership with INFINOX
Fantom Blockchain ($FTM) Becomes Official Alpha Tauri Team Partner
Floki x Alfa Romeo F1: A High-Speed Collaboration Driving Brand Visibility at the Pinnacle of Motorsport
F1: Socios.com to release Alfa Romeo Racing ORLEN’s $SAUBER fan token on Thursday
2025 F1 sponsorship spend hits $ 2.9bn as cryptocurrency brands ramp up spending
Red Bull Racing loses major sponsor Bybit
Tezos ending Red Bull sponsorship deal
Williams and Kraken Extend Fan-First Partnership Into 2025
Top ten current sponsor partners of Williams Racing
Williams F1 2024 Sponsors List, Team Principal, Drivers, Livery, and more
Aston Martin claim F1 first with sponsorship paid in crypto
Top ten current sponsor partners of Williams Racing
Alpine Esports Signs QANplatform As Its Official Blockchain Partner To Support Fan Engagement, Team Performance and Operations
BWT Alpine F1 Team and Alpine Endurance Team announce partnership with INFINOX
Fantom Blockchain ($FTM) Becomes Official Alpha Tauri Team Partner
Floki x Alfa Romeo F1: A High-Speed Collaboration Driving Brand Visibility at the Pinnacle of Motorsport
F1: Socios.com to release Alfa Romeo Racing ORLEN’s $SAUBER fan token on Thursday
2025 F1 sponsorship spend hits $ 2.9bn as cryptocurrency brands ramp up spending
