Cryptocurrency firms are investing heavily in the English Premier League (EPL), committing nearly $170m for the 2024-2025 season. Bloomberg News reported that this figure will likely increase with more agreements to come during the course of the season.
With a ban on front-of-shirt gambling sponsors from the start of the 2026-2027 season, teams are looking for ways to replace these lucrative revenue sources. It appears that cryptocurrency companies are stepping into the breach.
Manchester City reporting a $70m, three-year agreement with OKX
Some of the most notable partnerships include Tottenham Hotspur penning a deal with popular cryptocurrency exchange Kraken and reigning EPL champions Manchester City reporting a $70m, three-year agreement with OKX.
The companies typically get access to advertising positions around stadiums on game days, appearances on team jerseys, and access to players to create exclusive content.
The Bloomberg News report explained that clubs often ask cryptocurrency firms to pay the sponsorship upfront rather than a more gradual arrangement due to the sector’s volatility. The contracts also have clauses that allow teams to exit the agreements if certain issues arise that might cause reputational damage.