HOW CRYPTO EXCHANGES ARE WINNING WEB3 SPORTS SPONSORSHIPS - AND WHY IT'S WORKING

Let’s cut through the noise.

There’s been a lot of hype around Web3 and crypto in sport over the last few years - fan tokens, NFTs, play-to-earn platforms. Some stuck, many didn’t.

But if there’s one group consistently winning in this space, it’s clear: crypto exchanges.

Brands like Crypto.com, OKX, and Gate.io have used global sports sponsorships to become household names, build trust in a volatile market, and drive mass adoption. While others chased headlines, these brands built brand equity and, now, they’re reaping the rewards.

WHY EXCHANGES ARE DOUBLING DOWN ON SPORT

In crypto, awareness is everything. But awareness alone doesn’t convert users - not in a market still plagued by volatility, scams, and scepticism.

What exchanges need is:

• Brand recall (you need to be the first name they think of)

• Trust (they need to believe you’re safe and legitimate)

• Differentiation (they need a reason to pick you over another exchange)

That’s exactly what sports sponsorship delivers.

“When it comes to mainstream crypto adoption, sponsorship isn’t just marketing, it’s brand infrastructure. It builds the trust and visibility needed to convert curiosity into usage.” Ryan Tinslay, AND THE NEW Co-Founder & Commercial Director

SPONSORSHIP DRIVES AWARENESS, TRUST AND PREFERENCE

Let’s look at some examples:

📈 Crypto.com’s $175M UFC deal and multi-property portfolio (F1, Champions League, etc.) has helped grow its brand awareness to more than 80% in several key markets. The result? Crypto.com now has 100M+ users, making it one of the most used exchanges globally.

📈 OKX’s partnership with McLaren goes beyond branding. It’s built around themes of transparency and security, driving brand alignment with values that matter to users. Their user base has more than doubled to 50M+ since entering sport.

📈 Gate.io’s partnership with Oracle Red Bull Racing, one of the most dominant teams in modern F1, has elevated the brand to top-tier visibility across a global calendar. Replacing Bybit in early 2025, Gate.io has signalled a bold push for category leadership and deeper mainstream recognition. The exchange is using this partnership to reinforce its positioning around innovation, security, and transparency — showing long-term brand intent, not just a media buy.

📈 Bitpanda’s deal with AC Milan includes premium shirt placement and exclusive fan activations offering both visibility and experiential access. The result? Increased brand visibility in the Italian and DACH regions.

IT'S NOT ABOUT EDUCATING EVERYONE. IT'S ABOUT BEING THE FIRST CHOICE.

There’s a narrative that crypto sponsorship is all about educating a new audience. And yes awareness plays a part. But the bigger win? Top-of-mind dominance.

Crypto fans, traders, and curious newcomers are already aware of exchanges to some degree. The challenge is winning preference. Sponsorship helps close that gap by building trust through association with institutions that fans already believe in.

VISIBILITY IS THE STARTING LINE. ACTIVATION WINS THE RACE.

Logo placement puts you in the awareness game. But it won’t win hearts, wallets, or long-term preference on its own.

In a crowded crypto landscape, where the product differences are often minimal and trust is hard-earned, it’s the activation of your sponsorship that moves the needle. Visibility might get a fan to notice your brand. But it’s content, campaigns and creative storytelling that make them care, understand, and remember.

To turn your sponsorship from a cost centre into a growth engine, you need to ask:

• How are we turning passive impressions into active engagement?

• How are we helping fans get what we do, not just see our logo?

• How are we showing up on social — in the places, formats and language that fans already use?

The brands winning in Web3 sponsorships are using content to do the heavy lifting:

• Behind-the-scenes access that builds affinity with talent and teams

• Creator-led storytelling that makes complex products relatable

• Platform-native content that delivers education without the jargon

• Interactive fan challenges and token-gated experiences that reward usage and build community

• Community campaigns and exclusive drops to drive intent and memorability.

  
  

It’s not enough to be seen. You need to be understood. And in sport, that means using the cultural power of teams, talent, and moments to show how your brand delivers value to fans — in their language, on their platforms, and through their passion points.

WHAT WEB3 AND CRYPTO SPONSORS NEED TO ASK BEFORE SIGNING THE NEXT DEAL

Sponsorship without activation is just expensive advertising. To build something fans care about, and that drives real business outcomes, your brand needs a clear strategy.

Ask yourself:

• What utility are we offering fans in exchange for their attention?

• Are we activating in a way that aligns with how they consume sport — across platforms, formats, and time zones?

• Can our product actually solve a problem or unlock something valuable for this audience?

• How will we measure this partnership? By media value, or by wallets created, content watched, and loyalty earned?

  
  

FINAL WORD: SPONSORSHIP IS A GROWTH ENGINE IF YOU USE IT RIGHT

Sponsorship isn’t about presence. It’s about preference.

For crypto exchanges, that means showing up in the right spaces, aligning with the right narratives, and delivering the kind of value that builds trust over time.

If your next goal is user growth, market leadership, or brand credibility, then sport still offers the fastest path to get there.

But only if the activation matches the ambition.

At AND THE NEW, we build sponsorship strategies for Web3 and crypto brands who want more than impressions. They want outcomes. From pitch planning to platform-first activation, we help exchanges stand out, scale up, and show up where culture happens. We've done so directly for blockchains like Zilliqa and cryptocurrency payment solutions like Mercuryo.

Ready to make your next partnership count? Let’s talk.