Crypto.com and Formula 1: The Miami Grand Prix Sponsorship,…

KEY TAKEAWAYS

1. Crypto.com signed a reported $100 million global partnership with Formula 1 in June 2021, becoming the sport's first cryptocurrency sponsor and one of seven global partners.
2. The exchange secured a nine-year title partnership for the Miami Grand Prix in 2022, branding the race as the Formula 1 Crypto.com Miami Grand Prix.
3. The Crypto.com Overtake Award lets fans vote monthly for the best on-track pass, with a year-end final deciding the season's most celebrated overtaking move.
4. Formula 1 extended the Crypto.com partnership through 2030 in December 2024, making the exchange one of the sport's longest-serving commercial partners in recent history.
5. Crypto.com's user base grew from 10 million at the deal's launch to over 100 million by 2024, a tenfold increase during the F1 sponsorship period.

Crypto.com committed a reported $100 million to Formula 1 in June 2021. The five-year global partnership made the exchange F1's first cryptocurrency sponsor and NFT partner. The deal placed Crypto.com alongside six other global partners of the sport. It also granted the exchange trackside signage at every Grand Prix event worldwide.Since then, the partnership has expanded across multiple fronts. The exchange locked in title rights to the Miami Grand Prix in 2022. It introduced the fan-voted Overtake Award as a new driver recognition category. And in December 2024, F1 extended the entire arrangement through 2030.This article covers what the sponsorship includes, how the crypto sports deal has evolved, and what it means for the exchange's brand reach.

What the Global Partnership Includes

The original 2021 agreement positioned Crypto.com as one of only seven Global Partners of Formula 1. The deal covered trackside branding at all Grand Prix events, broadcast graphics integration, and branded content across F1's official digital channels. It also made the exchange the presenting partner of the F1 Sprint race format, a newer addition to the race weekend structure.Crypto.com CEO Kris Marszalek said during the announcement that the partnership provides massive brand exposure in a sport aligned with the crypto audience, according to Decrypt reporting. He emphasized that only six other brands held the same global partner status with the sport at that time.Formula 1's commercial reach has grown sharply since the deal began. Total season attendance hit a record 6.7 million, with 19 of 24 races selling out, according to BlackBook Motorsport. The under-35 demographic now makes up 43% of the total fan base, while the female audience has grown to 42% from 37% in 2021.These numbers matter because crypto exchanges target younger, digitally native consumers. F1's 114.5 million social media followers and its expansion into the United States market, where 52 million fans now follow the sport, align with Crypto.com's growth strategy. The number of official F1 partners has nearly tripled from 12 in 2020 to 31 in 2025, reflecting the sport's rising commercial value.

The Miami Grand Prix Title Partnership

Crypto.com became the official title partner of the Miami Grand Prix in February 2022 under a separate nine-year agreement. The race carries the full name Formula 1 Crypto.com Miami Grand Prix. It takes place at the Miami International Autodrome, a purpose-built circuit around Hard Rock Stadium in Miami Gardens.The branding appears on trackside signage, pit lane boards, podium backdrops, and broadcast graphics throughout the race weekend. The hospitality package includes areas with 360-degree track views and an observation deck at Turn 4. Premier advertising runs during qualifying and race sessions.For the 2025 race weekend, cryptocurrency payments were accepted at select food and beverage vendors for the first time at the event. Fans used the Crypto.com App to pay via the Crypto.com Pay solution, with zero transaction fees for merchants. The prior edition of the event boasted more than 275,000 attendees, according to a company statement.Joe Anzures, General Manager of Americas and EVP of Payments at Crypto.com, said "Further enabling digital payment capabilities is central to supporting our vision of crypto in every wallet." The Miami activation marked the first time cryptocurrency payments were accepted at the Miami Grand Prix.

How the Overtake Award Works

The Crypto.com Overtake Award launched in 2021 as a new driver recognition category within Formula 1. In its debut season, the award went to the driver with the most overtakes across the entire year. Sebastian Vettel won the inaugural title with 132 overtakes, narrowly beating Fernando Alonso's 128 and Kimi Raikkonen's 127, according to official records.The format shifted in 2022 to fan voting for the best overtake at each race. In 2023, the award adopted a monthly shortlist format, with fans voting on F1.com for their favorite move from a selection of standout overtakes. Monthly winners receive recognition at the next Grand Prix event. At the end of the season, all monthly winners compete in a final fan vote for the Overtake of the Year title.An overtake counts when two drivers on the same lap pass through a timing loop in a different order than previously recorded. First-lap passes count. Pit lane moves and positions gained behind the safety car do not qualify. The rules also exclude passes for drivers who retire or suffer mechanical failures during the event.Franco Colapinto won the 2024 Overtake of the Year for his pass on Fernando Alonso at the United States Grand Prix. Max Verstappen claimed the 2025 award based on fan votes. Formula 1's official 2025 results confirm Verstappen as the Overtake of the Year winner. The award has become a consistent engagement tool, giving the Crypto.com brand repeated visibility throughout every season.

The 2030 Extension and Broader Crypto Sponsorship Trend

Formula 1 announced the extension of the Crypto.com partnership through 2030 in December 2024. The renewal covers all existing components: Miami Grand Prix title sponsorship, fan activations, and brand presence at key races. Financial terms were not publicly disclosed, according to Formula 1's statement.Steven Kalifowitz, Chief Marketing Officer at Crypto.com, said Formula 1 was one of the company's first global sports partnerships and a key driver in elevating the exchange to the most recognized crypto brand worldwide. Emily Prazer, Chief Commercial Officer at Formula 1, called the extension a continuation of a strong partnership that began in 2021 and would make Crypto.com one of F1's longest-term partners.The extension reflects a broader trend across motorsport. Crypto and blockchain firms now account for 26% of new F1 sponsorship deals in 2025, according to Vantage Point MEA. F1's 2025 revenue reached $3.87 billion, up 14% year over year, per financial filings.Crypto.com's own metrics illustrate the sponsorship's commercial impact. The exchange's user base grew from 10 million at the time of the original 2021 deal to over 100 million by 2024. That tenfold increase coincides directly with the F1 partnership period, though the company has not attributed the growth solely to the sponsorship.

Regulatory Implications

Crypto sponsorship in sports operates under increasing regulatory scrutiny globally. The European Union's Markets in Crypto-Assets (MiCA) framework, fully applicable since 30 December 2024, imposes marketing and disclosure rules on crypto firms operating in European markets.In the United States, the SEC's 2026 regulatory agenda includes three crypto-specific rulemakings covering broker capital requirements and customer asset protection. These rules could affect how exchanges like Crypto.com market services during sponsored events.

What's Next?

The partnership runs through 2030, covering at least five more F1 seasons. Crypto payment rollouts at additional Grand Prix events remain a possibility after the Miami pilot. F1's 2026 technical regulations, including new car designs and engine rules, are already in force this season and have changed the competitive and visual landscape for all partners.Crypto.com's expansion into prediction markets and additional sports verticals suggests the exchange will continue using F1 as a brand anchor for mainstream reach.

FAQs

How much did Crypto.com pay for the Formula 1 sponsorship? Crypto.com signed a five-year global partnership with Formula 1 in June 2021 valued at approximately $100 million, covering trackside branding, broadcast integration, and digital content rights.What is the Crypto.com Overtake Award in Formula 1? The Overtake Award is a fan-voted recognition for the best on-track pass each month, with all monthly winners competing in a final vote for the season's Overtake of the Year.Does Crypto.com have title rights to the Miami Grand Prix? Crypto.com secured a nine-year title partnership in February 2022, branding the race as the Formula 1 Crypto.com Miami Grand Prix, with signage, broadcast graphics, and hospitality activations included.Can fans use cryptocurrency at the Miami Grand Prix? The 2025 Miami Grand Prix accepted cryptocurrency payments at select food and beverage vendors through the Crypto.com App, marking the first crypto payment activation at this major F1 event.How long does the Crypto.com and Formula 1 deal last? Formula 1 extended the global partnership through 2030 in December 2024, making Crypto.com one of the sport's longest-term commercial partners since the deal originally began in June 2021.Who won the 2025 Crypto.com Overtake of the Year award? Max Verstappen of Red Bull Racing won the 2025 Overtake of the Year based on fan voting.What percentage of Formula 1 sponsorship deals involve crypto firms? Crypto and blockchain companies account for 26% of new Formula 1 sponsorship deals in 2025.

References

1. Crypto.com Inks $100 Million Partnership with Formula 1 (Decrypt)
2. Crypto.com and Formula 1 Extend Partnership Through to 2030 (Formula1.com)
3. Formula 1 Crypto.com Grand Prix Accepting Cryptocurrencies (Crypto.com)
4. F1 2025 Season Review: Numbers, Viewership, Attendance (BlackBook Motorsport)