Move over, gambling ads, because crypto is stepping up to the plate in the Premier League! With gambling sponsorships making their exit by mid-2026, savvy crypto companies are filling the gap and bringing a fresh wave of cash to the table.
Picture this: for the 2024/25 season, Premier League clubs are raking in a whopping $170 million from crypto sponsorships. These digital mavericks are coming to the rescue as teams face tighter restrictions on gambling ads, which have been their cash cow for ages.
Some top-flight clubs are already inking mega-deals with crypto hotshots. Take, for example, Tottenham Hotspur teaming up with Kraken, the crypto exchange that's also buddying up with Atlético Madrid in Spain and RB Leipzig in Germany. Meanwhile, Manchester City, the reigning champs, aren't missing out on the action either. They've extended their bromance with OKX, securing a three-year partnership worth a cool $70 million.
But wait, there's more! Crypto.com is leaping into the football fray, throwing its weight behind UEFA’s Champions League until 2027. And it's not just the big leagues getting in on the fun—Turkish club Galatasaray signed up for a two-season gig with blockchain analytics wizards Arkham Intelligence, pocketing $4 million for some snazzy shirt sleeve exposure.
For Premier League clubs, this new wave of crypto partnerships signals a major shake-up in the sponsorship game, especially with the impending ban on front-of-shirt gambling ads looming just around the corner. This shift follows the 2019 “whistle-to-whistle” ban that curbed gambling ads during live matches.
During the 2023/24 season, eight teams sported front-of-shirt gambling sponsors, collectively bagging nearly $80 million annually. But as the gambling ads fade into the sunset, crypto firms are swooping in to fill the void and shine a new spotlight on the digital asset industry. Some see this as a PR makeover following some high-profile crypto tumbles, but one thing's for sure: crypto and football are forming quite the dynamic duo!
