Crypto.com and Formula One Extend Partnership Until 2030
Formula One and Crypto.com have extended their global partnership until 2030, reinforcing the exchange’s long-term commitment to one of the world’s most prestigious sports. The deal ensures that Crypto.com remains a global partner for an additional five years, securing branding at key races throughout the season and continuing its role as title partner of the Miami Grand Prix. The company will also expand its fan engagement activations, a key part of Formula One’s evolving commercial strategy.
This extension comes as Crypto.com deepens its presence across major sports, with partnerships that include UEFA’s Champions League and previous collaborations with Aston Martin’s F1 team. Formula One now joins an elite group of Crypto.com-backed properties, demonstrating the exchange’s commitment to maintaining high-profile sponsorships in global sports.
For Crypto.com, the Formula One deal has been critical for brand recognition. Chief Marketing Officer Steven Kalifowitz noted that F1 was one of the company’s first major sports partnerships, helping Crypto.com become the most recognised crypto brand in the world. He reaffirmed the company’s belief in the future of digital assets, stating,
“We are as bullish as ever about the future of crypto,” while expressing excitement over the extension."
Formula One’s chief commercial officer Emily Prazer emphasised the strength of the partnership, highlighting how much the sport has evolved since 2021, when the original deal was signed. She noted that Crypto.com is now one of F1’s longest-term partners, signaling its continued relevance in the global sports economy.
The extension aligns with Formula One’s broader commercial expansion, as it welcomes new and upgraded sponsorships in 2025. LVMH is set to become a global partner, and Lenovo will elevate its sponsorship to the sport’s top-tier category. These moves indicate that, despite a 3% drop in viewership in 2024, Formula One remains an attractive platform for major brands looking to reach a global audience.
For the crypto industry, this renewed partnership serves as a strong endorsement of digital assets in mainstream sports. While regulatory challenges and market fluctuations continue to shape the space, Crypto.com’s long-term commitment to F1 suggests that crypto’s influence in global sports sponsorships is only growing.
