Professional sport is seeing a rapid rise in cryptocurrency involvement, with sponsorship deals climbing sharply over the past year. Recent figures indicate that crypto partnerships across the sector now exceed £400 million, marking a 20% increase. Football, particularly the Premier League, is at the forefront of this expansion, as clubs experiment with blockchain technologies for commercial opportunities and to connect with increasingly tech‑savvy global audiences.
Rising Value of Crypto in Sport
Digital asset companies are increasingly investing in sports sponsorships, recognizing the exposure offered by international fanbases and the potential to reach younger, digitally engaged audiences. Much like arrangements familiar to punters at betting sites UK, crypto‑backed deals are providing clubs with a steady stream of income while giving brands high visibility. Media coverage indicates that businesses now often consider audience trust, brand alignment, and long‑term engagement as much as short‑term reach when deciding on partnerships.
Even as some traditional sponsorship markets have slowed, the appetite for crypto deals continues to grow, demonstrating resilience in a changing commercial landscape. Football drives much of this momentum, thanks to its wide‑reaching fanbase and strong international appeal. Crypto partnerships take many forms, from shirt and sleeve sponsorships to official trading and promotional collaborations, embedding blockchain branding into everyday matchday experiences.
The Premier League’s Blockchain Future
Beyond sponsorship, Premier League clubs are exploring blockchain in operational ways. Discussions have taken place around the possibility of players receiving part of their wages in cryptocurrency. While still speculative, developments in blockchain infrastructure could make this a practical option in the coming years.
This mirrors trends seen in the NBA and NFL, where athletes have experimented with digital‑asset‑based payments. Proponents argue this allows players to diversify their income and engage with emerging financial technologies. Some clubs are also exploring fan tokens, NFTs, and other digital collectibles to enhance fan interaction and loyalty, further embedding blockchain into club operations. However, volatility remains a key concern, meaning education and regulatory guidance will be critical before widespread adoption of bitcoin or other tokens.
Crypto Sponsorship Across the League
Protos data shows that 14 out of the 20 Premier League clubs have active crypto or blockchain sponsorships in the 2024/25 season, up from eight the previous year.
High‑profile deals include Manchester City’s $70 million sleeve partnership with OKX, Chelsea’s $10 million agreement with BingX, and Tottenham Hotspur switching to crypto exchange Kraken for sleeve sponsorship. Nottingham Forest has also signed a deal with the Floki cryptocurrency project.
Other clubs benefiting from crypto sponsorship include Arsenal, West Ham, Crystal Palace, and Everton through eToro, with Newcastle United, Manchester United, and Aston Villa also involved. The remaining clubs without current crypto deals are Brighton & Hove Albion, Brentford, Fulham, Ipswich Town, Liverpool, and AFC Bournemouth, though some have explored crypto partnerships in previous seasons.
Crypto sponsorship is increasingly competing with traditional industries such as betting, tech, and travel for premium exposure, demonstrating how digital assets are moving into mainstream commercial strategies.
A Long-Term Play
The growing presence of crypto in sport is more than a short‑term marketing trend. Clubs see opportunities to enhance fan interaction through blockchain applications, such as digital collectibles and tokenized memberships. Sponsors benefit by tapping into fan loyalty and long‑term engagement.
Regulators and governing bodies will play a crucial role in shaping adoption. Issues around volatility, transparency, and consumer protection remain central concerns. Even so, with sponsorship totals already exceeding £400 million and Premier League clubs actively embracing blockchain, the sector’s influence looks set to expand.
Voluntary bans on gambling front‑of‑shirt sponsorships could reduce traditional sponsorship income, creating additional opportunities for crypto and blockchain companies to fill the gap. This shift may encourage even more innovation in fan engagement and digital monetization, as clubs look for new ways to reach supporters and build long‑term partnerships.
Disclaimer: This article is provided for informational purposes only. It is not offered or intended to be used as legal, tax, investment, financial, or other advice.