Crypto and blockchain firms set to invest $5 billion in sports sponsorship by 2026: 778% growth since 2021

The exponential growth in sports sponsorship within the Crypto/Blockchain/NFT category is reshaping the global sports landscape, with key players such as Coinbase, Grayscale,,, Etoro, Bybit, Tezos, BitMex, OKX, and leading the charge.

According to, these entities have strategically entered partnerships and sponsorships across various sports, contributing to the remarkable 778% forecasted growth in the sector between 2021 and 2026.


Binance is making significant strides in sports sponsorship across North America, Europe, South America, and Africa. The crypto giant has strategically associated its brand with diverse properties, including the Grammys, Africa Cup of Nations, Alpine F1 Team, and S.S. Lazio. By sponsoring the Grammys, Binance enters the intersection of technology and entertainment.

The partnership with the Africa Cup of Nations emphasizes engagement with African audiences through football. Additionally, Binance’s presence in Formula 1 and Serie A with the Alpine F1 Team and S.S. Lazio underlines its commitment to globally recognized and prestigious sports properties.


Among the notable players, Coinbase has secured sponsorships with top properties such as the NBA, WNBA, USA Basketball, and esports leagues. The United States-based company has strategically aligned its brand with major sporting events, establishing a significant presence in the American sports market.


Grayscale, another prominent player, holds a sponsorship status and has chosen to partner with the New York Giants in the United States. This sponsorship reflects the growing interest of crypto-related businesses in associating themselves with iconic sports franchises. has emerged as a global powerhouse with  sponsorships across a diverse range of properties. From Arena in Los Angeles to Formula 1, FIFA World Cup Qatar 2022™, and various NBA, NHL, and soccer teams, the brand has established a truly global footprint.

With high-profile naming rights deals, including the Miami Grand Prix and the former Staples Center, is making waves in both motorsports and traditional sports. has secured a sponsorship with the Dallas Cowboys in the NFL, marking its presence in the U.S. market and emphasising the increasing integration of blockchain technology in American football.


In Europe, Etoro has strategically aligned itself with several prominent football clubs, including Leicester City F.C., Tottenham Hotspur F.C., and Arsenal F.C. Etoro is obviously leveraging its presence to engage with football fans across the continent.


Bybit, a global player, has established sponsorships with the Formula 1 Red Bull Racing team, showcasing the brand’s commitment to the international appeal of motorsports.


Tezos has entered the sports sponsorship arena with a partnership with the New York Mets, reinforcing the brand’s connection with the U.S. market through Major League Baseball.


BitMEX, a cryptocurrency exchange and derivative trading platform, has aligned itself with AC Milan, one of the most iconic football clubs in Italy, further solidifying its presence in the European football landscape.


Despite facing regulatory challenges, OKX has secured sponsorships with McLaren Formula 1, Manchester City, and the Tribeca Film Festival on a global scale, excluding the U.S. The Chinese exchange’s presence is notable in the intersection of sports and entertainment., the world’s largest crypto casino and sportsbook, has taken a Tier 1–2 sponsorship position with the Stake F1 team, emphasizing its global footprint and success in the crypto gambling industry.

The forecasted growth in sports sponsorship investment within the Crypto/Blockchain/NFT category is driven by the strategic partnerships of these key players with major sports properties worldwide. As the crypto industry continues to gain mainstream acceptance, the integration of blockchain technology and digital assets into the sports sponsorship landscape is set to redefine the dynamics of fan engagement and brand exposure in the years to come.

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