Cryptocurrency: The New Formula for Racing Sponsorships


It’s time to rev up your knowledge about how blockchain technology and blockchain payment gateway are changing the game for racing sponsorships. You may have heard the buzz around crypto and NFTs, but do you know how they are fueling major deals in professional racing? Buckle up and get ready to learn how cryptocurrency payment processors are accelerating onto the track and could soon become the norm for securing top sponsors. In just the last year, crypto brands have stormed the scene and landed partnerships with powerhouse teams across Formula 1, NASCAR, IndyCar and more. As you’ll discover, these new types of arrangements are bringing fresh energy, bigger budgets and bold activation ideas.  

The Evolution of Racing Sponsorships

Sponsorships for racing have evolved significantly from the early days when motorsport was still in its infancy stage. In the early days, sponsorships were reasonably straight forward – a company would cover some of the costs for race team and in return it got promotion on their car or drivers suit. Such sponsorship was often from companies somehow connected with cars or racing such as oil, tire and parts manufacturers.

With the huge popularity of racing, sponsorships became very important in a team business model. After the success of Hussar, big industrial sponsors from all over—tobacco, alcohol and telecommunications among them—came in droves to this sport signing multimillion dollar contracts. Sponsorships were no longer just corporate patronage of the sport they loved, it was an opportunity to be on a global stage among fans in thousands.

In recent years, sponsorships have continued to change with the rise of social media and new digital platforms. Race teams and brands now have more creative ways to activate sponsorships through social media campaigns, live streaming, and fan experiences. Sponsorship deals have also become more performance-based, with bonuses for wins, podiums and championships. 

The latest trend in racing sponsorships is the emergence of cryptocurrency companies. Crypto companies looked to racing to raise mainstream awareness and reach new potential investors. Several race teams now have multi-year, multi-million dollar deals with major crypto platforms and exchanges.

Sponsorships remain crucial for funding race teams and allowing them to compete at the highest levels of motorsport. Racing sponsorships continue to evolve along with technology and means of fan engagement. The rise of cryptocurrency sponsorships shows that companies in new and emerging industries see the value in partnering with motorsport to build their brands. Racing sponsorships remains an integral part of the sport’s business model into the future. 

Why Cryptocurrencies Are Ideal for Racing Sponsorships

Cryptocurrencies like Bitcoin and Ethereum are the ideal sponsors for racing teams. Unlike traditional cash, crypto knows no borders. A racing team can receive sponsorship from anywhere in the world and the funds are transferred directly and instantly. No need to deal with international wire transfers, currency exchanges or any middlemen.

  • Global Appeal

Crypto brands have a global customer base, so sponsoring a racing team is a chance to increase their visibility in an international market. The brands can promote through the team’s social media, TV coverage, and at races. The global nature of crypto and motorsport are a perfect match.

  • Tech Savvy Audience

The audiences for crypto and motorsport are very tech-focused, so they are already keen to adopt new technologies like digital currencies. Crypto brands can target tech-savvy customer base through racing sponsorships. Promoting crypto brands innovatively helps raise awareness and speeds mainstream adoption.

  • Borderless Transactions

Transaction becomes easy since they are done on the blockchain, which is a decentralized digital ledger. Since there are no banks or payment processors involved, crypto can be transferred directly between the sponsor and the racing team without hassle. This streamlines the whole sponsorship process.

The exuberance and pace of motorsport blend well with the pioneering nature of cryptocurrency. Sponsoring a racing team is an authentic way for crypto brands to establish their brand identity.

Today with cryptocurrencies emerging, racing teams have a revolutionary new avenue of sponsorship funding and presence. Crypto being global, digital and pioneering makes it the perfect fit for the racing world. The future is already here; it’s both fast and decentralized.

The Future of Cryptocurrency Sponsorships in Racing

Cryptocurrency sponsorships are revving up in the racing world. As cryptocurrency expands into mainstream markets, the predictions states that crypto companies will emerge as major sponsors of racing teams and events.

Some of the biggest names in racing have already secured cryptocurrency sponsorships. Formula 1 team Aston Martin has partnered with cryptocurrency exchange NASCAR driver Landon Cassill’s car is sponsored by crypto lending platform Voyager Digital. IndyCar driver Ed Carpenter’s team is sponsored by Ethereum-based crypto exchange Ethernity Chain.

  • Cryptocurrency sponsorships are likely to go beyond football and basketball to include racing and eSports.
  • Non-fungible tokens are likely to play a larger part in athlete sponsorships, enabling the creation of unique and valuable digital memorabilia. 
  • As athletes have a better understanding of cryptocurrency, some may decide to invest a percentage of their earnings in crypto assets.

Cryptocurrency is accelerating into the mainstream, and the racing industry is proving to be a prime venue for innovative crypto sponsorships. Expect to see many more crypto brands on tracks and cars in the years to come. The future of racing sponsorships is crypto-charged!

How sponsors are using crypto payment gateways to streamline transactions

  • For sponsors, cryptocurrency is opening up new opportunities to reach target audiences. Crypto payment gateways allow sponsors to accept digital currencies like Bitcoin, Ethereum, and Dogecoin in exchange for their products and services. This means they can easily target new customer bases in the growing crypto community. Transactions are secure, anonymous, and often have lower fees than traditional payment methods. For customers, paying with crypto is a seamless experience and provides an easy way to spend their digital assets.
  • Crypto payments are especially useful for brands targeting younger, tech-savvy audiences who are more likely to own cryptocurrency. This includes action sports like motocross, rally car racing, and skateboarding where brands can connect with Gen Z and millennial fans. Sponsors in these areas may find that crypto payments resonate well with their customers and provide an innovative way to build brand loyalty.
  • The convenience and security of crypto payments, combined with their popularity among younger consumers, make them an ideal fit for forward-thinking sponsors looking to gain a competitive advantage.
  • Crypto companies have the means and motivation to become big players in racing sponsorships. For race teams, events and fans, cryptocurrency sponsorships could be the next big thing – as long as the proper precautions are taken. The future of racing sponsorships is shining bright, and crypto logos may soon be rounding the bend and accelerating into the mainstream.


If you’re a longtime racing fan or just tuning in, try to keep an eye out for virtual payment partnerships plastered across your favorite drivers and teams. The technology brings some unknowns, but the potential can’t be ignored. Strapping in for the ride could introduce you to new currencies and communities that shift your viewpoint. And who knows – you may even find yourself embracing the future one checkered flag at a time.

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