When Hollywood heartthrob Brad Pitt took the wheel of a real Formula 1 car for the first time, his reaction said it all: “Wow, this is way more intense than anything I’ve driven before.” That moment wasn’t just a personal thrill—it symbolized a cultural shift. The new high-octane film F1, starring Pitt and released in June 2025, raked in $56 million in its North American opening weekend and over $144 million globally, marking Apple’s most successful theatrical release to date.
Produced with a staggering $300 million budget and filmed using IMAX technology with actual F1 teams on set, the movie isn’t just a cinematic spectacle—it’s a powerful intersection of elite motorsport, A-list celebrity, and cutting-edge technology. But what truly caught the attention of the crypto world? Brad Pitt’s race suit and the car he drove proudly displayed a now-familiar logo: OKX, one of the leading cryptocurrency exchanges.
This moment crystallized a growing trend: the deepening relationship between crypto platforms and Formula 1. Once dominated by tobacco giants like Marlboro, F1’s branding space has evolved—first to gambling and finance, now to digital assets. Today, crypto brands are not just advertisers; they’re status symbols within an exclusive global network.
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The Rise of Crypto Sponsorships in F1
Since the downfall of FTX in 2022, many questioned whether crypto would retreat from high-profile sponsorships. Instead, the industry doubled down. Major exchanges like OKX, Bybit, Coinbase, and Binance have strategically aligned themselves with top F1 teams—not just for visibility, but for legitimacy and access.
Here’s a closer look at how key players have entered the grid:
OKX x McLaren Racing: A Partnership Built on Visibility and Trust
Since 2022, OKX has served as McLaren’s Chief Cryptocurrency Partner, with branding featured prominently on the MCL36 and MCL60 chassis, driver suits, and halo structures. Estimated annual investment ranges from $25 million to $50 million—placing OKX among the top-tier sponsors in F1.
Beyond logos, OKX launched a limited-edition “Stealth Mode” livery that generated over 1 billion social impressions and 180 million video views. Their collaboration even extended into experiential marketing—Brad Pitt’s test drive of the MCL60 was part of this campaign, and the very car now sits in OKX’s Singapore headquarters.
This isn’t just sponsorship; it’s storytelling. And for the crypto community, seeing their native brands on one of F1’s most iconic teams is a point of pride.
Bybit x Red Bull Racing: Peak Performance Meets Digital Ambition
Bybit’s three-year, $150 million deal (averaging $50 million per year) made headlines as one of the largest single-year crypto investments in sports history. During their tenure, Red Bull dominated F1—Max Verstappen claimed back-to-back world championships, breaking multiple records.
Bybit leveraged this success to expand its presence across Europe and Asia, aligning its brand with precision, innovation, and victory. Although the partnership concluded after the 2024 season, its impact remains a benchmark for future crypto-sports collaborations.
Coinbase Enters With Full Chain Integration
In early 2025, Coinbase announced its entry as the official crypto partner of Aston Martin Aramco F1 Team—a move notable not just for branding but for payment innovation.
For the first time in F1 history, the entire sponsorship fee was paid using USDC, Circle’s stablecoin, marking a fully on-chain transaction from contract signing to fulfillment. This milestone signals a shift toward blockchain-native business operations in mainstream sports.
Coinbase’s logo appears on high-exposure areas like the halo and rear wing, ensuring maximum visibility during broadcasts and aerial shots—valuable real estate in the world of global advertising.
Binance x Alpine F1 Team: Bridging Fans Through Web3
Binance partnered with Alpine F1 Team to launch the fan token $ALPINE, giving supporters voting rights and exclusive experiences. In May 2025, Binance listed ALPINEUSDT perpetual contracts with up to 75x leverage—sparking a 47% surge in value on launch day.
While Alpine hasn’t matched Red Bull’s podium dominance, their collaboration with Binance represents a forward-thinking model: engaging fans through decentralized ownership and real-time trading.
Kraken & Gate.io: Expanding the Crypto Footprint
Kraken joined Williams Racing in 2023, placing its logo on the FW45’s rear wing and driver gear—strategic placements despite Williams’ lower rankings. The partnership emphasizes long-term brand alignment over immediate performance gains.
Meanwhile, Gate.io stepped in as Red Bull’s new official crypto exchange in 2025, taking over from Bybit with an estimated multi-year deal worth over $100 million. With branding on Verstappen’s helmet and chassis components, Gate.io gains unparalleled exposure during one of F1’s most dominant eras.
Why Do Crypto Platforms Love F1?
F1 is more than racing—it’s a global stage for influence, innovation, and elite networking. Here’s why it resonates so deeply with crypto brands:
- Exclusivity: F1 operates as a closed ecosystem dominated by legacy wealth. Gaining entry isn’t just about money—it’s about credibility.
- Global Reach: Races in Monaco, Singapore, Abu Dhabi, and Las Vegas attract political leaders, billionaires, and tech innovators—exactly the audience crypto aims to reach.
- Technological Prestige: F1 represents peak engineering and data-driven performance—values that mirror blockchain’s ethos of innovation and efficiency.
- Cultural Capital: Sponsoring a top team signals arrival. It says: We belong.
👉 See how being part of high-stakes environments boosts trust in digital finance.
Frequently Asked Questions (FAQ)
Q: Why did crypto companies start sponsoring F1 teams?
A: After tobacco advertising bans, F1 needed premium sponsors. Crypto platforms saw an opportunity to align with speed, technology, and global prestige—helping them gain legitimacy and reach high-net-worth audiences.
Q: Is FTX still involved in F1?
A: No. After FTX collapsed in November 2022, Mercedes immediately suspended their partnership and removed all branding before the Brazilian Grand Prix.
Q: Which F1 teams currently have crypto sponsors?
A: As of 2025: McLaren (OKX), Aston Martin (Coinbase), Red Bull (Gate.io), Alpine (Binance), and Williams (Kraken).
Q: Did Brad Pitt really drive an F1 car?
A: Yes. For promotional purposes tied to F1: The Movie, Brad Pitt test-drove McLaren’s MCL60—the same car used in their 2023 season—with OKX branding visible throughout.
Q: How much do crypto companies pay for F1 sponsorships?
A: Deals range from $25 million annually (OKX) to $50 million (Bybit), with some multi-year agreements exceeding $100 million in total value.
Q: Are there any non-crypto teams left in F1?
A: Yes. Ferrari, Haas, AlphaTauri, and Mercedes currently do not have active crypto partnerships—a reflection of cautious branding strategies post-FTX.
Final Lap: More Than Just Logos
For crypto enthusiasts, seeing familiar logos on F1 cars isn’t just exciting—it’s validating. It shows that digital assets are no longer niche or fringe; they’re part of mainstream culture’s most prestigious arenas.
From USDC-powered payments to fan tokens and blockchain-integrated campaigns, crypto is redefining sports sponsorship. And as films like F1 bring this world to millions of viewers, the message is clear: crypto isn’t just watching the race—it’s driving it.
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