Crypto Takes Over Football: Sponsorship Deals Soar to $170 Million

• Crypto firms replace gambling sponsors in UK football amid tighter betting ad rules.
• £130M crypto sponsorships in Premier League led by Kraken, OKX, Crypto.com.
• Blockchain firms tap football for cost-effective marketing; Sorare faces regulatory scrutiny.

Crypto firms are investing heavily in English football, with sponsorship deals for the 2024/25 Premier League season totaling nearly £130 million ($170 million). Sports sponsorship agency SportQuake reports this trend will likely grow as more deals are finalized throughout the season.

The increased crypto presence comes as the UK football industry distances itself from gambling. A whistle-to-whistle ban on gambling ads during televised games has been in effect since 2019, and from mid-2026, Premier League clubs will no longer be allowed to display betting sponsors on the front of their jerseys.

Daniel McDonagh, an associate at UK law firm Charles Russell Speechlys LLP, explained that the focus has shifted toward reducing the visibility of gambling sponsorships. Football clubs are seeking alternative revenue sources, and crypto companies are becoming key contributors. After the collapse of several high-pr…

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