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Other teams, including Red Bull Racing and McLaren, have also established sponsorship deals with blockchain platforms such as Tezos and Kraken.
Aston Martin (X)
Aston Martin has made Formula One history by announcing a multi-year sponsorship deal with Coinbase, fully paid in cryptocurrency.
The global exchange platform is now the team’s Official Crypto Partner, marking a significant milestone in the growing relationship between digital finance and motorsports.
The sponsorship agreement, whose financial terms remain undisclosed, will be paid entirely in USD Coin (USDC), a stablecoin pegged 1:1 to the U.S. dollar.
Aston Martin highlighted the groundbreaking nature of the deal, stating, “This marks the first time any Formula One team has publicly announced the full payment of a partnership using a stablecoin like USDC.”
As part of the agreement, Coinbase’s branding will be prominently featured on the AMR25 race car, including high-visibility areas such as the halo and rear-wing end plates. The company’s logo will also appear on the racing suits of Aston Martin F1 drivers Fernando Alonso and Lance Stroll, further integrating the brand into the high-profile world of Formula One.
Jefferson Slack, Managing Director of Commercial at Aston Martin Aramco F1, emphasized the importance of the partnership and its role in shaping the future of digital finance within the sport.
“This partnership reflects our trust and confidence in Coinbase as a leader in the crypto industry. By executing this deal entirely in USDC, we are not only embracing innovation but also reinforcing our commitment to forward-thinking, sustainable financial solutions,” Slack stated.
Cryptocurrency’s presence in Formula One has grown significantly since 2021, with an increasing number of teams securing blockchain-related partnerships. Crypto.com was among the first major firms to enter the space, acquiring naming rights and forming multiple collaborations within the sport.
Other teams, including Red Bull Racing and McLaren, have also established sponsorship deals with blockchain platforms such as Tezos and Kraken, demonstrating the sport’s receptiveness to digital finance.
Despite the growing adoption of cryptocurrency in sports sponsorships, challenges remain. Regulatory scrutiny surrounding digital assets continues to evolve, and market fluctuations could impact long-term commitments.
Additionally, competition among stablecoins and the broader cryptocurrency industry may shape the future of such partnerships.
However, deals like Aston Martin’s agreement with Coinbase signal a strong and ongoing integration of crypto into the world of elite motorsports.