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

Crypto.com signed a reported $100 million global partnership with Formula 1 in June 2021, becoming the sport's first cryptocurrency sponsor and NFT partner, and the exchange remains on the grid after F1 extended the arrangement through 2030 in December 2024.

The original five-year deal placed Crypto.com among just seven Global Partners of Formula 1, covering trackside signage at every Grand Prix, broadcast graphics and branded content on F1's digital channels, plus presenting rights to the Sprint race format. CEO Kris Marszalek said at the time that the tie-up delivered large-scale brand exposure in a sport whose audience overlaps with crypto users.

Miami title rights and crypto payments

In February 2022 the exchange added a nine-year title partnership for the Miami Grand Prix, which now runs as the Formula 1 Crypto.com Miami Grand Prix at the Miami International Autodrome around Hard Rock Stadium. At the 2025 edition, cryptocurrency payments were accepted for the first time at selected food and beverage vendors through the Crypto.com App and its Pay solution, with no merchant transaction fees. The previous edition drew more than 275,000 attendees, according to the company. Joe Anzures, Crypto.com's general manager of the Americas and EVP of payments, said expanding digital payment capabilities supports the firm's vision of "crypto in every wallet."

The Crypto.com Overtake Award launched in 2021, when Sebastian Vettel won the inaugural title with 132 overtakes, ahead of Fernando Alonso on 128 and Kimi Raikkonen on 127. The format moved to fan voting in 2022 and a monthly shortlist in 2023, with monthly winners recognised at the next Grand Prix and a season-ending vote for Overtake of the Year. Franco Colapinto took the 2024 award for his pass on Alonso at the United States Grand Prix, while Max Verstappen won the 2025 vote.

F1's commercial numbers have grown alongside the deal: a record 6.7 million season attendance with 19 of 24 races sold out, under-35s at 43% of the fan base, female fans up to 42% from 37% in 2021, and 114.5 million social media followers. Official partners have nearly tripled from 12 in 2020 to 31 in 2025, and crypto and blockchain firms account for 26% of new F1 sponsorship deals this year, according to Vantage Point MEA. F1's 2025 revenue reached $3.87 billion, up 14% year on year.

Crypto.com's user base grew from 10 million when the 2021 deal was struck to more than 100 million by 2024, though the company has not attributed the increase solely to the sponsorship. Chief marketing officer Steven Kalifowitz called F1 one of its first global sports partnerships and a driver of its brand recognition, while F1 chief commercial officer Emily Prazer described the extension as a continuation of a strong relationship that makes Crypto.com one of the sport's longest-term partners. The tie-up also faces tightening rules, with the EU's Markets in Crypto-Assets framework fully applicable since 30 December 2024 and the SEC's 2026 agenda listing three crypto-specific rulemakings.