The roar of engines, the blur of speed, and the glint of cutting-edge technology—Formula 1 is more than just a motorsport. It’s a global stage for prestige, innovation, and influence. And today, one of the most visible players on this elite track isn’t a carmaker or an energy drink brand—it’s cryptocurrency platforms.
From OKX to Binance, Coinbase to Bybit, major crypto exchanges are investing heavily in F1 sponsorships, turning racecars into high-speed billboards and pit lanes into exclusive networking arenas. With deals worth hundreds of millions, these brands aren’t just chasing visibility—they’re buying legitimacy, access, and identity.
Let’s explore how and why the crypto world has accelerated into the heart of Formula 1.
The Rise of Crypto in F1: A New Era of Sponsorship
For decades, F1 was dominated by tobacco giants like Marlboro and Gauloises. But when global regulations banned tobacco advertising in sports around 2006, a vacuum opened—one that financial services and betting companies quickly filled. Now, another shift is underway: digital finance, powered by blockchain and crypto, is taking the pole position.
F1’s audience—affluent, tech-savvy, globally mobile—aligns perfectly with the target demographic of crypto platforms. More importantly, F1 offers something no digital ad campaign can: cultural capital.
OKX & McLaren: A Partnership Built for Speed
In May 2022, OKX became the Principal Cryptocurrency Partner of McLaren Racing, marking one of the most strategic moves in crypto-sports marketing. The multi-year deal, confirmed to run through at least 2026, includes prominent branding across the MCL36 and MCL60 race cars—on sidepods, nose cones, and rear winglets—ensuring maximum exposure during broadcasts.
But OKX didn’t stop at logos. The platform launched a limited “Stealth Mode” livery campaign, blending immersive storytelling with social media engagement. The result? Over 1 billion social impressions and 180 million video views, according to McLaren’s post-season report.
Even Hollywood took notice. Actor Brad Pitt, starring in the 2025 F1 film Apex (produced by Apple), drove the same MCL60 used by Lando Norris—wearing an OKX-branded race suit. That very car now sits on display at OKX’s Singapore headquarters.
This isn’t just sponsorship; it’s storytelling with horsepower.
Bybit & Red Bull Racing: Riding the Championship Wave
At the start of 2022, Bybit signed a three-year, **$150 million** partnership with **Oracle Red Bull Racing**, making it one of the largest single-year crypto investments in sports history—averaging $50 million annually.
During this period, Red Bull dominated F1, with Max Verstappen securing back-to-back Drivers’ and Constructors’ Championships. Bybit’s logo appeared on critical visibility zones: rear wings, front wings, driver helmets, and team uniforms.
Beyond branding, Bybit integrated into Red Bull’s broader ecosystem, supporting their esports initiatives and youth driver development programs. This synergy amplified Bybit’s presence across Europe and Asia, helping it grow its user base amid tightening regulatory environments.
Though the partnership concluded naturally after the 2024 season, Bybit’s run proved a masterclass in leveraging peak performance for brand elevation.
Coinbase Makes History with Full USDC Payment
In February 2025, Coinbase entered the F1 arena as the official crypto partner of Aston Martin Aramco F1 Team—a move notable not only for its timing but for its payment method.
According to reports from Reuters and News.Bitcoin, Coinbase settled the entire sponsorship using USDC, Circle’s dollar-pegged stablecoin. This marked the first fully on-chain payment in F1 sponsorship history—an industry-first demonstration of real-world blockchain utility.
Brand placement was equally strategic: Coinbase logos featured on the halo device (highly visible in aerial shots), rear wing endplates, and driver race suits. With Fernando Alonso and Lance Stroll behind the wheel, every close-up added value.
Coinbase’s entry signaled a shift—from cautious compliance to bold market positioning—as crypto gains mainstream acceptance.
Binance & Alpine: Driving Web3 Fan Engagement
In February 2022, Binance partnered with Alpine F1 Team, becoming its official crypto and NFT partner. While Alpine hasn’t matched Red Bull’s podium dominance, the collaboration focused on innovation over wins.
Together, they launched the fan token $ALPINE, giving holders voting rights and exclusive content. In May 2025, Binance listed ALPINEUSDT perpetual contracts with up to 75x leverage, sparking a 47% price surge on launch day.
Visual branding appeared on sidepods and rear wings, but the real impact was digital: building a Web3-native fan community around motorsport—a model other teams are now studying closely.
Gate Steps Into the Red Bull Spotlight
Following Bybit’s exit, Gate.io stepped in as Red Bull Racing’s new official crypto partner in 2025—a symbolic passing of the torch. Estimated to invest over $100 million across multiple seasons, Gate secured prime branding real estate: rear wings, headrests, chassis panels, and even Max Verstappen’s helmet.
For Gate—a platform celebrating its 12th anniversary—the deal represents a major step in its global expansion strategy. By aligning with a champion team known for innovation and excellence, Gate reinforces its credibility in a competitive market.
Kraken Joins Williams: Legacy Meets Innovation
In March 2023, Kraken became the official crypto partner of Williams Racing, adding another established name to F1’s crypto roster. Despite Williams’ recent struggles on track, the team boasts a rich heritage and loyal fanbase.
Kraken’s logo features prominently on the FW45’s rear wing and front nose cone—areas frequently captured during live coverage. The partnership extends beyond branding into educational initiatives about digital assets and responsible investing.
With plans to continue through 2025 and beyond, Kraken is betting on legacy—and long-term cultural resonance.
Why Crypto Loves F1: More Than Just Advertising
So why are crypto platforms pouring millions into F1?
It’s not just about logo placement. It’s about:
- Access: Sponsorship grants entry to pit lanes, VIP lounges, and private events where deals are made.
- Legitimacy: Being seen alongside elite teams signals stability and sophistication.
- Global Reach: Races in Monaco, Singapore, Abu Dhabi, and Las Vegas attract political leaders, billionaires, and influencers.
- Tech Alignment: F1 is engineering excellence—just like blockchain.
As one insider put it: "F1 is a closed circle. Money gets you in the door—but respect keeps you at the table."
Crypto brands aren’t just advertising; they’re declaring: We belong here.
Frequently Asked Questions (FAQ)
Q: Which crypto platform spends the most on F1 sponsorships?
A: Bybit’s $150 million deal with Red Bull Racing ranks among the highest annual investments. OKX and Gate also commit over $100 million each across multi-year deals.
Q: Is crypto sponsorship helping F1 teams financially?
A: Yes. With traditional industries pulling back, crypto has become a vital revenue stream for several teams. For mid-tier squads like Williams and Alpine, these partnerships can represent significant portions of their annual budgets.
Q: Are all F1 teams sponsored by crypto companies?
A: No. Ferrari, Mercedes-AMG Petronas, Haas, and AlphaTauri currently avoid crypto sponsorships—largely due to caution following the FTX collapse in 2022.
Q: Did FTX really sponsor a team? What happened?
A: Yes. FTX partnered with Mercedes in 2021 but collapsed in late 2022. The team removed all branding immediately before the Brazilian Grand Prix and has since stayed away from crypto sponsors.
Q: Can fans interact with crypto-branded teams?
A: Absolutely. Platforms like Binance offer fan tokens ($ALPINE), while others host contests for race tickets or behind-the-scenes experiences via NFTs or social campaigns.
Q: Is this trend likely to continue?
A: Given the alignment between tech-forward audiences and F1’s global prestige, experts expect continued interest—especially as regulation stabilizes and public trust grows.
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Final Lap: The Future Is Fast
The marriage between crypto and F1 is more than a marketing trend—it’s a cultural convergence. These partnerships reflect a broader shift: digital assets are no longer fringe; they’re part of the mainstream conversation about money, technology, and power.
As blockchain evolves from speculation to real-world utility—from DeFi protocols to on-chain payments—the race for legitimacy continues. And few stages shine brighter than Formula 1.
For crypto platforms, being on the grid isn’t optional. It’s essential.
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