Crypto Businesses Take Over Formula 1 Sponsorships in 2025

The 2025 Formula 1 season is officially underway, and one thing is clear - crypto companies are dominating the sponsorship landscape like never before. From team partnerships to trackside branding, digital asset firms are making their presence felt in motorsport’s biggest arena. But why is Formula 1 becoming such a hotspot for crypto sponsorships? And what does it mean for both industries? Let’s break it down.

The Crypto-F1 Partnership: A Growing Trend

Formula 1 and crypto may seem like an unlikely duo, but their partnership makes perfect sense. F1 attracts a global, tech-savvy, and risk-tolerant audience - qualities that align closely with the cryptocurrency community. With its global audience of over 1.5 billion viewers per season, F1 is a prime marketing playground for crypto exchanges, blockchain projects, and Web3 companies looking to go mainstream.

This year, the Stake F1 Team KICK Sauber has taken the spotlight as the crypto-branded Formula 1 team. Backed by Stake.com, an online crypto casino and sportsbook, and streaming platform Kick, the team is making waves both on and off the track. Fans can expect exclusive experiences, betting promotions, and live-streaming activations that bring F1 and crypto closer than ever. (What is Stake?)

But they’re far from alone. Crypto.com, which has long been associated with the sport, continues its presence through major trackside sponsorships. OKX, Binance, and SUI (a blockchain platform) also feature heavily across different teams, further cementing the industry's grip on F1.

A Bumpy Road: Past Crypto Sponsorships in Formula 1

While crypto’s presence in F1 seems stronger than ever, not every partnership has been smooth. In 2022, FTX became one of the sport’s biggest sponsors, partnering with Mercedes-AMG. However, when FTX collapsed in a high-profile scandal, Mercedes had to strip its branding overnight, leaving a cautionary tale about the volatility of crypto-backed deals.

Despite this, the overall trend remains bullish. The crypto sponsorships in F1, despite market fluctuations, underscores the long-term vision of blockchain firms in mainstream sports marketing.

Stake’s Bold Move Into Formula 1 

Stake isn’t dipping its toes into F1- it’s gone all in. Since 2024, Stake has been the title sponsor of Sauber, replacing Alfa Romeo and stamping its name on a team that’s been racing since the ‘90s. Unlike short-lived partnerships that vanish when markets dip, Stake isn’t just here for a marketing stunt. It’s using Formula 1 as a way to push crypto gambling and sports betting into mainstream entertainment, blending the thrill of high-speed racing with the fast-moving nature of online betting.

But there’s a catch - gambling sponsorships are restricted in some regions. Instead of backing down, Stake found a way around it. In places where advertising laws block its branding, the team runs under Kick Sauber F1 Team, highlighting Kick.com, the streaming platform linked to Stake. This strategy keeps Stake visible while complying with regulations, proving they understand more than just fast cars, they understand how to stay ahead.  → Stake blog ← 

Unlike traditional betting sites, Stake operates entirely with cryptocurrencies, offering several advantages to users who prefer digital assets over fiat currency.

1️⃣ Crypto-Friendly Transactions

✔️ Fast Deposits & Withdrawals – Crypto transactions process faster than traditional banking methods, avoiding long wait times for deposits and cash outs.
✔️  Lower Fees – Unlike credit card or bank transfers, crypto transactions often come with minimal or no fees, making betting more cost-efficient.
✔️ Privacy & Anonymity – Many users choose Stake because crypto transactions don’t require sharing sensitive banking details.

2️⃣ A Huge Variety of Betting & Casino Options

✔️  Sports Betting – Users can bet on Formula 1, football, NBA, UFC, esports, and more.
✔️ Crypto Casino – Stake offers slots, blackjack, roulette, live dealer games, and unique Stake originals.
✔️ Live Betting & Real-Time Odds – Dynamic odds allow users to make wagers during live sporting events.

3️⃣ Exclusive Promotions & Rewards

✔️ High-Roller VIP Program – Frequent bettors can earn cashback, bonuses, and personalised support.
✔️ Crypto Betting Promotions – Stake runs exclusive promotions, boosted odds, and giveaways for big sporting events.
✔️ Sponsorship Perks – With its F1 sponsorship, Stake users may get F1-related promos, exclusive access, or race-based betting specials.

4️⃣ A Well-Designed Platform

✔️ Sleek User Interface – Easy-to-use layout with a mobile-friendly experience.
✔️ Live Streaming – On Kick, Stake streams sports and casino gaming with interactive elements.
✔️ Multi-Currency Support – While crypto-first, Stake allows users to bet in several digital currencies.

5️⃣ Trusted & Transparent Operations

✔️ Provably Fair Games – Stake’s casino games use blockchain technology to verify fairness.
✔️ Licensed & Regulated – While some gambling sites operate in legal grey areas, Stake is licensed and follows gaming regulations.
✔️ 24/7 Customer Support – Players can access live chat and support teams for assistance anytime.

Take a mini-course about Stake here: Stake Course

Why Crypto Brands Love Formula 1

So, why do crypto businesses see Formula 1 as such a prime marketing opportunity? Here are a few key reasons:

• A massive international audience: F1 races take place across five continents, giving crypto brands access to a worldwide audience.
• Tech-Savvy Fanbase: F1’s fanbase overlaps significantly with crypto’s early adopters—those who appreciate innovation, risk-taking, and high-performance technology.
• Luxury and Prestige: Associating with F1 helps crypto brands elevate their credibility and position themselves as premium, high-status companies.
• Regulatory Considerations: While some sports leagues have stricter rules on crypto advertising, F1’s relatively open policies make it an attractive choice for blockchain companies looking for mainstream visibility.

What’s Next for Crypto in Formula 1?

As the 2025 season unfolds, expect even deeper integration between F1 and the crypto industry. Fans could see more Web3 activations, NFT-based fan experiences, and even cryptocurrency-based reward programs tied to race events. With teams and brands embracing blockchain technology, it’s only a matter of time before crypto becomes an even more integral part of the sport.

The real question isn’t whether crypto sponsorships will remain in F1, but how far they will go. Could we see a future where race tickets are purchased in Bitcoin? Or where teams launch their own fan tokens for exclusive content and voting rights? The possibilities are endless.

One thing’s for sure: The race is just getting started! Stake is already testing the waters, and if they succeed, expect more brands to follow.