Sports Partnership Tracker – Crypto Exchanges

by David Zhang

Crypto spending spree on sports

Golden State Warriors beat Celtics this week to clinch their 4th NBA championship in the last 8 seasons, marking the end of the most crypto-heavy season for the NBA. Crypto brands would have been celebrating their triumph over their marketing investment if not for the ongoing market turmoil.

During the 2021 to 2022 season, according to IEG, Cryptocurrency brands spent more than $130 million on NBA sponsorship, representing one-third of all new NBA sponsorship deals.

It’s not just in the NBA. According to Nielsen, cryptocurrency companies are predicted to spend $5 billion on sports marketing by 2026. The crypto brands are on an unprecedented spending spree on partnership deals with sports properties across the globe, led by Centralized crypto exchanges.

From the landmark stadium naming rights deals to esports partnerships, centralized crypto exchanges see sports as a key tool in the battle for users and promoting brand awareness. To get better insight into the crypto-sports ecosystem, I’ve complied a tracker of all the sports partnership deals by major crypto exchanges.

Partnership Deal Tracker – Crypto Exchanges

  • The partnership deals list was based on official press releases and media coverages. Please feel free to let me know if any of the information is not correct or outdated
  • The list only included the partnership deals between centralized crypto exchanges and sports properties, excluding athlete sponsorship and endorsement deals
  • Deals updated as of June 15, 2022

Type of CompanyPartnerHeadquarterProportyType of PartnershipSport TypeDeal (USD)Start YearEnd YearDuration(years)
Crypto ExchangesBinanceNo headquartersConfederação Brasileira de Futebol (CBF)Exclusive Crypto SponsorFootballNot disclosed202220253
Crypto ExchangesBinanceNo headquarters2021 TotalEnergies Africa Cup of Nations (AFCON)Official Cyptocurrency and Blockchain SponsorFootballNot disclosed20222022Tournament ran from Jan to Feb, 2022
Crypto ExchangesBitciTurkeyFIBAGlobal PartnerBasketballNot disclosed202120232
Crypto ExchangesBitgetSingaporeGalatasarayOfficial Crypto PartnerFootballNot disclosed20222022Rest of the 2022 season
Crypto ExchangesBitgetSingaporePGL Major Antwerp 2022Exclusive Cryptocurrency PartnerEsportsNot disclosed20222022Tournament
Crypto ExchangesBitgetSingaporePGL Dota 2 Major Arlington 2022.Exclusive Cryptocurrency PartnerEsportsNot disclosed20222022Tournament
Crypto ExchangesBitgetSingaporeJuventusCryptocurrency Exchange Partner.FootballNot disclosed2021
Crypto ExchangesBitgetSingaporeTeam SpiritOfficial Crypto Exchange PartnerEsportsNot disclosed2022
Crypto ExchangesBitmexSeychellesAC MilanPrincipal PartnerFootball5.36 Million per year2021Multiple years
Crypto ExchangesBlockchain.comUKDallas CowboysOfficial Digital Asset PlatformAmerican FootballNot disclosed2022
Crypto ExchangesBybitSingaporeOracle Red Bull RacingPrincipal Team PartnerMotorsport150 Million202220253
Crypto ExchangesBybitSingaporeBorussia Dortmund (BVB)Champion ParnterFootballNot disclosed2020Multiple years
Crypto ExchangesBybitSingaporeMIBRPartnerEsportsNot disclosed202220253
Crypto ExchangesCoinbaseNo headquartersNBAExclusive Cryptocurrency SponsorBasketball192 Million20214
Crypto ExchangesCoinbaseNo headquartersBerlin International Gaming (BIG)Main PartnerEsportsMultimillion deal2022
Crypto ExchangesCoinbaseNo headquartersSeattle Storm(WNBA)Presenting PartnerBasketballNot disclosed2022Multiple years
Crypto ExchangesCoinbaseNo headquartersEvil GeniusesShirt SponsorEsportsNot disclosed2021
Crypto ExchangesCoinbaseNo headquartersBLAST PremierPartnerEsportsNot disclosed202120232
Crypto ExchangesCoinbaseNo headquartersTeam LiquidPartnerEsportsNot disclosed202120254
Crypto ExchangesCoinbaseNo headquartersESL GamingOfficial Crypto Exchange PartnerEsportsNot disclosed2021
Crypto ExchangesCrypto.comSingaporeFnaticGlobal Cryptocurrency PartnerEsports15 Million202120265
Crypto ExchangesCrypto.comSingaporePhiladelphia 76ers(NBA)Official Jersey Patch PartnerBasketball60 Million202120276
Crypto ExchangesCrypto.comSingaporeFormula One “Sprint” seriesGlobal Partner and Inaugural partnerMotorsport100 Million202120265
Crypto ExchangesCrypto.comSingaporeUFCOfficial Cryptocurrency Platform Partner of UFCMixed martial arts175 Million2021203110
Crypto ExchangesCrypto.comSingaporeAustralian Football LeagueMajor PartnerAustralian rules football250 Million202220275
Crypto ExchangesCrypto.comSingaporeStaples CenterNaming RightsBasketball700 Million2021204120
Crypto ExchangesCrypto.comSingaporeParis Saint GermanOfficial Cryptocurrency Platform PartnerFootball29.5 to 35.4 Million202120243
Crypto ExchangesCrypto.comSingaporeAngel City Football ClubExclusive Cryptocurrency and NFT PartnerFootballlow-seven figures202120254
Crypto ExchangesCrypto.comSingaporeFIFA World Cup Qatar 2022Exclusive Cryptocurrency Trading Platform SponsorFootballNot disclosed202220231
Crypto ExchangesCrypto.comSingaporeLega Serie AInnovation & Technology PartnerFootballNot disclosed2021Multiple years
Crypto ExchangesCrypto.comSingaporeAston Martin Cognizant Formula One™Global PartnerMotorsportNot disclosed2021Multiple years
Crypto ExchangesCrypto.comSingaporeFormula One Miami Grand PrixOfficial Title PartnerMotorsportNot disclosed202220319
Crypto ExchangesCrypto.comSingaporeCONMEBOL LibertadoresOfficial Partner of CONMEBOL Libertadores/Official NFT Licensee of CONMEBOL LibertadoresFootballNot disclosed202320263
Crypto ExchangesCrypto.comSingaporeAdelaide Football ClubOffiical Crypto Trading PlatformAustralian rules footballNot disclosed2022Multiple years
Crypto ExchangesFTX/FTX USBahamasGolden State Warriors(NBA)Official Cryptocurrency Platform and NFT MarketplaceBasketball10 Million2021Multiple years
Crypto ExchangesFTX/FTX USBahamasUC Berkeley FootballField Naming RightsAmerican Football17.5 Million2021203110
Crypto ExchangesFTX/FTX USBahamasFTX Arena & Miami HEATOfficial and Exclusive Cryptocurrency Exchange Partner /Arena Naming RightsBasketball135.0 Million2021204019
Crypto ExchangesFTX/FTX USBahamasTSMEsports Team Naming RightsEsports210 Million2021203110
Crypto ExchangesFTX/FTX USBahamasMajor League BaseballOfficial Cryptocurrency Exchange brand of MLBBaseballNot disclosed202120265
Crypto ExchangesFTX/FTX USBahamasMercedes-AMG Petronas F1Official Crypto ExchangeMotorsportNot disclosed2021Multiple years
Crypto ExchangesFTX/FTX USBahamasLeague of Legends Championship SeriesOfficial Cryptocurrency Exchange of LCSEsportsNot disclosed202120287
Crypto ExchangesFTX/FTX USBahamasWashington, D.C. – Monumental Sports & Entertainment (MSE)Official Crypto Exchange and Nonfungible Token PartnerBasketballNot disclosed2021Multiple years
Crypto ExchangesFTX/FTX USBahamasKentucky Basketball TeamName, Image and Likeness (NIL)BasketballNot disclosed2021
Crypto ExchangesGeminiUSAReal Bedford FCPrinciple PartnerFootballNot disclosed2022
Crypto ExchangesOKXSeychellesManchester CityOfficial Cryptocurrency Exchange Partner.FootballMultimillion deal2022Multiple years
Crypto ExchangesOKXSeychellesMcLaren RacingPrimary PartnerMotorsportWorth millions annually2022Multiple years
Article by
David Zhang

Hi, I’m David. I am a sports marketer and a believer in web3 and blockchain technology. Click here to learn more about me.

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