Back in 2021, the crypto industry went full throttle into the world of sports — 33 new sponsorship deals were signed globally (source: Prem Reginald). But as the bear market set in, momentum slowed. Fast forward to 2023, and we saw only 8 new deals. A slight rebound followed in 2024 with 26, but the question remains: is crypto ready to re-enter the mainstream arena?
It’s not just crypto that's gravitating toward the energy of sports. Tech, finance, fashion, and even fast food have long recognized the value of aligning with major leagues and teams.
Why? Because sports are one of the few global languages that cut across age, geography, and background. Whether it’s Visa sponsoring the Olympics, Apple partnering with Major League Soccer, or Gucci collaborating with esports teams, these intersections give brands cultural relevance — and emotional stickiness.
For crypto, which is still battling misconceptions and regulatory skepticism, these collaborations are more than brand exposure. They’re about building familiarity and trust by showing up in everyday spaces where people feel passion and loyalty. It’s one thing to explain Bitcoin’s fundamentals — it's another to see it on a jersey during a Champions League match.
To kick off 2025, WhiteBIT launched a new initiative called “Success Formula” — a campaign that mixes the excitement of sports with practical crypto engagement. The premise is simple: make transactions, use the WhiteBIT app, sign up for the Nova Card.
All of this gives users a chance to win a trip to Barcelona for the Visa Cash App Racing Bulls experience — complete with limited-edition merch and crypto prizes.
As dev, I often think adoption starts with better UX, scalability, or lower gas fees. But real adoption happens where people already are — in stadiums, on streaming platforms, and through cultural touchpoints like sports.
These collaborations do more than advertise an exchange — they normalize crypto in a way that speaks to emotion, not just infrastructure. That kind of visibility matters.
When crypto becomes part of lifestyle experiences, it stops being a "niche tech" and starts becoming a cultural norm.
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