Crypto brands increased their sports sponsorship spending by 20% to $565 million in the 2024/25 season, according to an analysis published by Alex Kozenko, chief marketing officer of cryptocurrency exchange WhiteBIT. The spending increase reflects the crypto industry's shift toward long-term fan engagement strategies, with football capturing 43% of total crypto sports spending and Formula 1 drawing 28% backed by 97 million social media followers. Kozenko's editorial examines how sports audiences provide crypto brands with access to loyal, digitally-engaged demographics within the broader $70 billion global sports sponsorship market estimated for 2025 by The Business Research Company.
Crypto Sports Sponsorship Reaches $565M in 2024/25 Season
Crypto brands spent $565 million on sports sponsorships in the 2024/25 season, marking a 20% year-over-year increase, according to an EMW Global report cited by Kozenko. The overall blockchain sponsorship market in sport is expected to reach $5 billion by 2026, per the same estimates.
The Business Research Company estimates the global sports sponsorship market at approximately $70 billion in 2025, with projected growth to $96 billion by 2030 at an average annual growth rate of about 6.6%.
Football and Formula 1 Dominate Crypto Partnership Budgets
Football takes 43% of crypto sports sponsorship spending, Formula 1 takes 28%, and basketball takes 18%, according to SportQuake data referenced in the editorial. Formula 1's appeal to crypto brands is supported by demographic data showing 42% of its fans are under 35, with a total social media audience close to 97 million followers.
![Crypto sports sponsorship distribution chart]()
WhiteBIT Establishes Partnerships With Juventus and Barcelona
WhiteBIT became the sleeve partner of Juventus, with the partnership including joint digital content, exclusive activations, and initiatives for fans of both the men's and women's teams. The cryptocurrency exchange also maintains a partnership agreement with FC Barcelona, according to Kozenko's editorial.
Kozenko describes two working formats for sports partnerships: classic presence through advertising assets that appear in broadcasts and replays, and product integration that converts partnerships into services fans actually use.
Sports Sponsorship Market Projected to Reach $96B by 2030
The global sports sponsorship market is estimated at $70 billion in 2025 and is expected to grow to $96 billion by 2030, representing an average annual growth rate of approximately 6.6%, according to The Business Research Company analysis cited in the editorial.
The blockchain sponsorship market in sport specifically is projected to reach $5 billion by 2026, based on EMW Global estimates.
FAQ
What was the total crypto sports sponsorship spending in the 2024/25 season?
Crypto brands spent $565 million on sports sponsorships in the 2024/25 season, representing a 20% increase year-over-year according to an EMW Global report.
Which sport receives the largest share of crypto sponsorship budgets?
Football captures 43% of crypto sports sponsorship spending, followed by Formula 1 at 28% and basketball at 18%, according to SportQuake data.
What is the projected size of the global sports sponsorship market by 2030?
The global sports sponsorship market is expected to reach $96 billion by 2030, growing from an estimated $70 billion in 2025 at an average annual rate of approximately 6.6%, according to The Business Research Company.
