The Rise of Crypto Partnerships in Football: 17 Major Deals Shaping the Sport

How Crypto is Transforming Football Sponsorships

Football has long been powered by sponsorship deals, but as traditional revenue streams dry up, crypto companies have stepped in to fill the gap. Since 2021, cryptocurrency sponsorships in football have skyrocketed by over 400%, bringing in fresh capital and innovative engagement strategies for clubs and fans alike.

From blockchain-powered fan tokens to multi-million-dollar shirt sponsorships, let’s dive into the biggest crypto-football partnerships that are redefining the sport.

17 Crypto-Football Partnerships You Need to Know

1. Tether’s Investment in Juventus

• The issuer of USDT, Tether, recently acquired a minority stake in Juventus.
• This move signals growing institutional interest in blockchain-backed financial support for football clubs.

2. Tezos & Manchester United

• Tezos signed a £20 million/year deal with Manchester United in 2022.
• Their branding appears on training kits and digital platforms, highlighting their commitment to blockchain awareness.

3. OKX & Manchester City

• OKX became Manchester City’s official crypto partner in 2022.
• The deal includes stadium branding, NFT-based fan engagement, and global campaigns featuring stars like Erling Haaland.

4. Zytara Labs & Inter Milan ($100M Deal)

• Zytara Labs’ DigitalBits became Inter Milan’s shirt sponsor in 2021.
• The $100M multi-year deal focuses on blockchain integration and fan token development.

5. WhaleFin & Atlético Madrid ($42M/Year Sponsorship)

• WhaleFin signed a $42 million per year deal with Atlético Madrid in 2022.
• Their logo appears on the front of team jerseys and includes crypto education initiatives for fans.

6. Zytara Labs & AS Roma ($42M Deal)

• AS Roma secured a $42M sponsorship deal with Zytara Labs’ DigitalBits.
• The partnership aimed to enhance fan engagement through blockchain technology.

7. WhaleFin & Chelsea ($24.4M Sleeve Sponsorship)

• WhaleFin became Chelsea’s sleeve sponsor in a $24.4 million per year deal.
• The agreement included branding on jerseys and digital collaborations.

8. Crypto.com & UEFA Champions League

• Crypto.com signed a multi-year partnership with UEFA Champions League.
• The deal includes matchday branding, NFT-based engagement, and one of the largest crypto sponsorships in football history.

9. Kraken & RB Leipzig

• Kraken partnered with RB Leipzig as their official crypto partner in 2021.
• The deal focused on educating fans about blockchain and crypto adoption in sports.

10. Watford FC & Dogecoin

• In a unique move, Watford FC partnered with Dogecoin for the 2021-2022 season.
• The Dogecoin logo appeared on the club’s shirt sleeves, marking one of the most unconventional sponsorships in football.

11. Socios.com & Multiple Clubs

• Socios.com has partnered with over 50 football clubs, including Barcelona, PSG, and AC Milan.
• Their fan tokens allow supporters to vote on club decisions and gain access to exclusive rewards.

12. Binance & Lazio

• Binance became Lazio’s official crypto partner in 2021.
• The partnership launched fan tokens and digital assets, integrating Binance’s branding on Lazio jerseys.

13. Chiliz & Juventus

• Chiliz helped Juventus launch the $JUV fan token in 2019.
• Fans use $JUV to vote on club decisions and access exclusive content, making it one of the earliest major crypto partnerships in football.

14. Kraken & Tottenham Hotspur

• Kraken became Tottenham Hotspur’s official crypto partner in 2024.
• The deal included stadium branding.

15. Algorand & FIFA

• Algorand became FIFA’s official blockchain partner in 2022.
• The partnership focused on developing blockchain-based solutions for FIFA events, including sponsorship of the 2022 FIFA World Cup.

16. Bybit & Borussia Dortmund

• Bybit became Borussia Dortmund’s official crypto partner in 2022.
• Bybit also sponsors Red Bull Racing in Formula 1, expanding its reach into both football and motorsports.

17. Crypto.com & Paris Saint-Germain

• Crypto.com partnered with Paris Saint-Germain (PSG) to launch fan tokens and NFTs.
• The deal included exclusive digital collectibles for PSG supporters, forming part of Crypto.com’s broader sports sponsorship strategy.

Why Crypto Partnerships Are Reshaping Football

With billions of fans worldwide, football is the perfect gateway for crypto companies to enhance visibility, adoption, and engagement. These partnerships are not just about sponsorship money; they offer real benefits to clubs, brands, and supporters:

✅ New Revenue Streams: With clubs facing financial struggles, crypto deals provide much-needed funding.
✅ Enhanced Fan Engagement: Blockchain enables fan tokens, NFTs, and voting rights, making supporters more involved than ever.
✅ Global Adoption of Crypto: These collaborations increase mainstream awareness of digital assets.

Despite some controversies, crypto’s influence on football is undeniable. As the industry matures, we’ll likely see even bigger, more innovative sponsorships emerge in the coming years.

Final Thoughts

The surge of crypto sponsorships in football signals a new era of digital finance in sports. Whether through multi-million-dollar sponsorships, blockchain-based fan engagement, or NFT collections, these deals are changing how clubs operate and interact with their fan base.

As the crypto and football worlds continue to merge, the question isn’t whether these partnerships will last, it’s how much further they’ll go.