Premier League clubs have experienced a significant boost in sponsorship deals with crypto firms, reaching nearly £130 million in 2024. This surge in sponsorships indicates a recovery in the crypto market and an increase in partnerships within the sports industry. Following the collapse of several digital-asset companies and a decline in token values in 2022, the current trend showcases the resilience and potential growth opportunities in both markets. Data from SportQuake reveals that the allocated funds for Premier League sponsorships have increased by 30% year-on-year, with expectations for further growth throughout the 2024/25 season. Examples include OKX renewing its partnership with Manchester City and the Winklevoss twins’ investment in the UK-based Real Bedford football club.
The expansion of crypto sponsorships is not limited to the Premier League, as other European football leagues are also seeing an influx of partnerships with crypto firms. Kraken, a cryptocurrency exchange, has secured deals with clubs like Tottenham Hotspur, Atlético Madrid, and RB Leipzig. Additionally, Crypto.com has entered into high-profile sponsorships, including a multi-year agreement with the UEFA Champions League. These partnerships highlight the increasing intersection between the crypto industry and sports, offering opportunities for brand visibility and engagement with fans.
The growth in crypto sponsorships can be attributed to the changing regulatory landscape in the UK, specifically concerning gambling ads. With tighter regulations on gambling advertisements, Premier League clubs are seeking alternative revenue streams, leading to increased interest from crypto firms. The implementation of the “whistle-to-whistle” ban in 2019, which restricts the airing of gambling ads during live sporting events, has prompted clubs to explore new sponsorship opportunities. As a result, crypto companies are capitalizing on this shift by positioning themselves as key players in sports sponsorships, with a focus on enhancing brand visibility through various channels such as pitch-side boards, kits, and stadium posters.
The impact of the gambling restrictions is evident in the reduction of exposure to younger audiences, with a significant decrease in the number of gambling ads viewed during sporting events. The data shows a 70% reduction in views among younger demographics, with a total decrease of 1.7 billion ad views within a five-month period. As Premier League clubs prepare to phase out betting sponsors from the prime front-of-shirt spot by mid-2026, crypto firms are seizing the opportunity to establish themselves as prominent sponsors within the sports industry. This shift not only diversifies revenue streams for clubs but also aligns with the growing popularity and acceptance of cryptocurrencies as a mainstream asset class.
With the ongoing growth in crypto sponsorships in the sports sector, there is a clear indication of the potential for further collaborations between the crypto industry and various sports leagues. The partnerships between Premier League clubs and crypto firms demonstrate a mutual benefit for both parties, with clubs gaining financial support and exposure, while crypto companies leverage sports sponsorships to increase brand recognition and reach a wider audience. As the crypto market continues to recover and stabilize, these partnerships are likely to become more commonplace, further solidifying the integration of digital assets in the sports sponsorship landscape.
