Full throttle: Why crypto companies love Formula 1

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Eugene Komchuk

19.01.2026

Full throttle: Why crypto companies love Formula 1 — What connects Formula 1 and cryptocurrencies?

Formula 1 has long been more than just racing. Today, it is a global showcase for technology, money, and ambition. That is why crypto company logos are increasingly appearing on cars and drivers’ race suits. But what exactly are crypto brands looking for in one of the world’s most popular sports — trust, audience reach, or status?

Nexo and Audi Revolut F1 Team

Crypto lender Nexo returned to the U.S. market less than a year ago and almost immediately made a bold marketing move by partnering with the Audi Revolut F1 Team. For the automaker, it marked the first partnership with a digital asset company ahead of Audi’s Formula 1 debut, while for Nexo it served as a symbolic statement of its return to the global stage.

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The deal spans four years. Nexo becomes the team’s “official digital asset partner” and will use Formula 1 as a gateway to a global audience, promising exclusive client activations, co-created content, and educational materials — in other words, explaining how its services work in simple, accessible terms.

Why does this matter? Nexo previously operated in the U.S. but exited the market in 2022 amid regulatory scrutiny over its Earn product. Last spring, the company publicly announced its return and is now reinforcing that comeback with a large-scale, highly visible marketing partnership.

Top 3 high-profile crypto collaborations in Formula 1

Nexo is far from the first — or the only — crypto company to associate its brand with Formula 1. Over the past few years, dozens of crypto brands have appeared in the paddock, from major exchanges to niche Web3 projects. Let’s revisit three of the loudest and most telling collaborations that best illustrate why the crypto industry is drawn to this sport.

Crypto.com and Formula 1

Perhaps the most high-profile example of crypto sponsorship in Formula 1 is Crypto.com. The company entered the sport not through an individual team, but through the championship itself, becoming an official Formula 1 partner back in 2021 — one of the first major crypto players to do so.

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The most visible element of the deal is race naming rights: the Formula 1 Crypto.com Miami Grand Prix. This ensures the brand name is spoken every time commentators refer to the race and appears across the official branding of the entire race weekend.

In 2024, the partnership was extended through 2030. In practical terms, this means Crypto.com will remain embedded in the Formula 1 calendar for years to come, continuing activations at Grand Prix events rather than simply placing a logo in broadcasts.

Coinbase and Aston Martin

Coinbase became the official crypto partner of the Aston Martin Aramco Formula 1 Team in early 2025, and the deal stood out for a rare detail in motorsports: the team explicitly stated that the agreement was paid entirely in USDC stablecoins.

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Coinbase’s logo was placed on the car’s halo and rear wing, as well as on the race suits of Fernando Alonso and Lance Stroll. These placements are highly visible during broadcasts and photography, making the brand easy to recognize even for viewers unfamiliar with crypto.

Beyond traditional branding, Aston Martin also signaled plans to test onchain fan engagement mechanics. In the context of the Coinbase partnership, this has been widely associated with the Base ecosystem, although specific formats have yet to be announced.

Kraken and Williams

Crypto exchange Kraken became the first official crypto and Web3 partner of Williams Racing, opting for a highly visual and easy-to-understand concept. The company offered NFT holders a chance to see their digital collectibles displayed on the rear wing of a Formula 1 car.

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Throughout the 2023 season, Kraken said it would showcase user-owned NFTs on Williams cars. This turned an abstract Web3 concept into a simple visual idea: “your image racing in Formula 1.”

The concept later evolved into a contest ahead of the U.S. Grand Prix in Austin, where winners could choose which NFT would appear on one of the team’s two cars. Alongside this, Kraken announced fan pop-ups, exclusive content, and co-branded merchandise.

Why Formula 1 became a magnet for the crypto industry

Formula 1 is not just motorsport — it is a global media spectacle with hundreds of millions of viewers worldwide. Races are broadcast across dozens of countries, seasons span most of the year, and teams have evolved into international brands with massive fan bases. For audiences, Formula 1 represents speed, technology, and elite status; for businesses, it offers a rare platform that reaches both mass and premium audiences at once.

That is precisely why Formula 1 is so attractive to crypto companies. The sport is associated with innovation, precision, and operating at the limit — the same values the crypto industry likes to project. Partnerships with teams and the championship itself allow crypto brands to scale globally, boost recognition, and position themselves within the “big league” of global business without having to spend years explaining themselves or building trust from scratch.

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