- Crypto firms replace gambling sponsors in UK football amid tighter betting ad rules.
- £130M crypto sponsorships in Premier League led by Kraken, OKX, Crypto.com.
- Blockchain firms tap football for cost-effective marketing; Sorare faces regulatory scrutiny.
Crypto firms are investing heavily in English football, with sponsorship deals for the 2024/25 Premier League season totaling nearly £130 million ($170 million). Sports sponsorship agency SportQuake reports this trend will likely grow as more deals are finalized throughout the season.
The increased crypto presence comes as the UK football industry distances itself from gambling. A whistle-to-whistle ban on gambling ads during televised games has been in effect since 2019, and from mid-2026, Premier League clubs will no longer be allowed to display betting sponsors on the front of their jerseys.
Daniel McDonagh, an associate at UK law firm Charles Russell Speechlys LLP, explained that the focus has shifted toward reducing the visibility of gambling sponsorships. Football clubs are seeking alternative revenue sources, and crypto companies are becoming key contributors. After the collapse of several high-profile crypto companies and the sharp decline in token values in 2022, the sector is working to rebuild its image.
Notable Crypto Sponsorship Deals
This season has seen several major crypto deals, including Kraken’s partnerships with Tottenham Hotspur, Atlético Madrid, and RB Leipzig. In August 2023, Crypto.com announced its sponsorship of UEFA’s Champions League, which will continue until 2027. OKX also extended its agreement with Manchester City in 2023.
Regulators are investigating French NFT company Sorare for allegedly providing unlicensed gambling services, despite signing a four-year deal with the Premier League for a fantasy football game in 2023.
Read also: Floki Inks Premier League Deal with Nottingham Forest
Moreover, blockchain companies have entered football leagues governed by long-established industries. In July, Arkham Intelligence signed a two-season sponsorship deal with Turkish team Galatasaray, worth €1.8 million ($2 million) per season.
Arkham CEO Miguel Morel stated that football provides a cost-effective way to test the market, and he plans to expand if the initial investment is successful.
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