Back in 2021, crypto and sports were moving in sync — fast and loud. That year alone saw 33 new global sponsorship deals in the crypto sector (source: Prem Reginald). From logos on jerseys to naming rights on stadiums, the industry was betting big on visibility.
But as the bear market took hold, momentum cooled. In 2023, that number dropped to just 8 new deals. It wasn’t until 2024 that we saw signs of recovery, with 26 new sponsorships signed. Now, in 2025, a new question is emerging: is crypto ready to reclaim its place in the mainstream through sports?
Why Sports?
The draw isn't just visibility — it’s cultural alignment. Sports are one of the few universal languages. They transcend geography, generations, and even politics. This is why industries far beyond crypto — from finance (Visa, Mastercard) to tech (Apple, Google) to fashion (Adidas, Gucci) — continue to show up courtside, pitch-side, and track-side.
In crypto’s case, the stakes are even higher. It’s not just about marketing. It’s about normalization. With so many still uncertain about Web3, regulatory shifts, and the utility of crypto, appearing on a Champions League jersey or sponsoring a Formula 1 team isn't just cool — it's strategic. It puts crypto in the spaces where people already feel passion and trust.
Kicking off 2025, WhiteBIT launched “Success Formula”, a campaign blending sports energy with real crypto engagement. Here’s the formula:
Use the WhiteBIT app
Make transactions
Sign up for the Nova Card
What’s at stake? A trip to Barcelona for the Visa Cash App Racing Bulls experience, exclusive crypto merch, and digital prizes.
This initiative isn’t just a giveaway — it’s a blueprint. It shows how exchanges can engage users not through technical specs, but through emotional, cultural experiences.
WhiteBIT isn't alone. We've seen other players try similar moves:
Coinbase collaborated with the NBA and WNBA, aiming to educate and onboard through courtside exposure.
Bitget sponsored both Lionel Messi and esports orgs, tapping into overlapping fanbases.
Each of these partnerships reflects one thing: crypto adoption doesn't start in a wallet — it starts where people are already paying attention.
From UX to IRL Adoption
As a developer, it’s easy to assume that adoption is a product of better scalability, gas optimization, or wallet abstraction — and to an extent, it is. But that’s the backend of adoption. The frontend? That’s cultural relevance. That’s sports. Streaming. Fashion. Community.
By embedding crypto into the experiences people care about, we shift the narrative from “niche finance tool” to lifestyle norm. You don’t have to understand cryptographic proofs to wear a team jersey that’s sponsored by a crypto brand. You just have to feel like you’re part of something.
Crypto doesn’t need to shout louder — it needs to show up smarter.
And sports is still one of the best ways to do it.
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