Crypto Exchanges Replacing Betting Ads in Sports

As restrictions on betting advertising tighten globally, sports teams are turning to alternative sponsors for revenue. One growing trend is partnerships with crypto exchanges.

Betting companies have traditionally been major sponsors of the English Premier League. However, changes began in 2019 when the UK banned betting ads during matches, known as the “whistle-to-whistle” ban. Despite this, betting companies continued sponsoring teams directly.

Starting in 2026, stricter rules will ban betting company logos on players’ shirts. These restrictions force sports clubs to seek other funding sources, and crypto companies are stepping in to fill the gap. 

Bloomberg reports that crypto firms are pushing betting companies out of sponsorship deals. For instance, SportQuake notes that crypto brands spent nearly €130 million on Premier League sponsorships during the 2024–2025 season.

Crypto exchanges rapidly expand their presence in sports sponsorships, forming partnerships with prominent teams and events across different leagues and competitions.

Kraken has teamed up with top European football clubs, including Atletico Madrid in Spain and RB Leipzig in Germany. Crypto.com has secured high-profile deals, sponsoring the UEFA Champions League until 2027 and the Formula One Miami Grand Prix. Meanwhile, OKX has strengthened its partnership with the reigning Premier League champions Manchester City.

Beyond football, crypto companies are significantly impacting other major sports. Crypto.com has renamed the Los Angeles Lakers’ stadium to “Crypto.com Arena,” solidifying its presence in the NBA. Binance sponsors the BWT F1 Team, and Bybit signed a $150 million partnership with the Red Bull Racing F1 team.

These partnerships prioritize brand exposure over direct product advertising. Logos are prominently displayed on jerseys, stadiums, and digital platforms. Crypto brands also leverage blockchain to engage fans with NFTs, exclusive content, and interactive competitions.

Check out our carefully selected crypto betting sites for the best sports odds available.

Despite their growing presence, crypto companies remain high-risk sponsors due to regulatory scrutiny. The upcoming European Cryptocurrency (MiCA) regulation aims to license crypto services and add safety mechanisms, but clubs take precautions in the meantime. 

Contracts often require upfront payments to mitigate financial risks. Clauses allow clubs to exit deals quickly if reputational damage occurs. 

Additionally, companies like Sorare, which partnered with the Premier League, face regulatory challenges over claims of unlicensed betting, though the company denies these allegations.

Crypto sponsorships are becoming a key revenue stream for sports teams, but regulatory concerns keep the partnerships under close watch.