Bitcoin and crypto betting brands are moving from niche platforms to visible players in mainstream sports marketing. Through shirt and kit sponsorships, stadium advertisements and strategic partnerships, these companies are gaining legitimacy, exposure and sometimes controversy. Their approach highlights the changing face of sports commerce and the evolving regulation of both betting and crypto.
Kit Deals and Jersey Sponsorships
One of the most visible ways crypto betting brands enter mainstream sports is by sponsoring kits such as jerseys, training gear, and other apparel worn by teams. These deals put crypto companies directly in front of fans at stadiums, on television, in photographs, and through merchandise. Sponsorships offer enormous exposure because of the high number of viewers for major leagues and tournaments.
The rise of Stake.com illustrates this clearly. The platform became the official shirt sponsor of Everton Football Club, a partnership that covered both the men’s and women’s teams. Earlier, Stake.com also appeared on the kits of Watford, giving the company repeated visibility in one of the most-watched football leagues in the world. Sponsorships of this scale naturally capture the attention of punters and encourage betting activity on top Bitcoin sports betting sites. These platforms have become increasingly popular among sports betting fans as they provide competitive odds across diverse sports markets, near-instant payouts, and generous bonuses such as welcome rewards, odds boosts, and free bets. This growth shows how quickly crypto betting brands have expanded their reach into spaces once dominated by traditional operators and consumer companies.
Stadium Advertising and Venue Branding
Another major route into mainstream awareness is through stadium advertising such as hoardings, pitch side boards, LED screens, banners and naming rights. Because these appear live and in broadcasts, they reinforce brand exposure over longer periods than many other advertising formats.
A striking example is the renaming of the Staples Center in Los Angeles to Crypto.com Arena, showing how major sports in America, like basketball and ice hockey, are now directly linked with the rise of crypto sponsorships. That deal was one of the biggest naming rights agreements in sports history, and it put a crypto brand at the heart of one of the busiest venues in the United States. For football fans, pitch-side branding has become common. For instance, Crystal Palace entered into a front-of-shirt sponsorship with the betting brand NET88 ahead of the 2024 season. While NET88 is an online betting company rather than a full-on crypto gambling operator, its deal still illustrates how betting platforms of all types continue to dominate visibility in professional sport.
Strategic Partnerships and Broader Sports Marketing
Beyond sponsoring kits or stadium ads, Bitcoin betting operators often build strategic partnerships. They become official betting partners of leagues, clubs or sports properties. They secure sleeve sponsorships and collaborate with sports media, personalities and influencers.
Formula One has long been a proving ground for sponsorship deals, and is easily one of the most thrilling sports in the world. Aston Martin, for example, has partnered with Coinbase, a leading crypto exchange rather than a betting site. Even so, the sponsorship highlighted how digital asset companies of all kinds are entering major sports. While the arrangement was not exclusively paid in cryptocurrency, it still signaled how crypto is becoming part of high-profile sponsorship deals. For fans, partnerships like this show how both crypto and betting brands are being normalised in mainstream sport.
Regulatory and Ethical Considerations
As Bitcoin and crypto betting brands gain visibility in sport, regulators are paying closer attention. Rules differ by country, but leagues and broadcasters are tightening oversight to make sponsorships safer and more transparent. For example, the English Premier League plans to phase out front-of-shirt gambling deals by the end of the 2025/2026 season.
Ethical pressure is pushing operators to raise their game. Protecting young audiences, using clear messaging, and following advertising rules show that brands are serious about responsibility. This is not only about compliance. It is also about earning trust and proving that progress and consumer protection can work together.
The Business Logic Behind the Investment
Why are betting and crypto brands willing to commit such large sums to sports marketing? The answer lies in visibility, brand trust and fan engagement. Sponsorships of teams or stadiums provide reach across live spectators, broadcast audiences, social media and merchandise sales. Even when immediate betting returns are limited, brand awareness and credibility can provide longer-term value.
These brands also operate in highly competitive markets that are borderless and online. Differentiation becomes essential. If two platforms offer similar products, the one associated with a major sports club or with stronger visibility in mainstream sport has the advantage.
By aligning with major sports, crypto betting brands also hope to move from fringe activity to mainstream acceptance. Partnerships with respected teams or leagues, such as the deals made by Everton, Watford and Aston Martin, help soften regulatory resistance and improve how consumers perceive them.
Conclusion
Bitcoin and crypto betting brands are becoming part of mainstream sports through kit deals, stadium ads and big partnerships. These brands want recognition and trust; however, the added spotlight also means tougher questions need to be answered. The real challenge is growing and innovating while still looking out for fans and keeping the sport honest.
