Formula 1 has renewed its partnership with exchange platform Crypto.com, extending the agreement through 2030 as both entities seek to capitalize on their shared momentum. 

The renewed partnership will see Crypto.com continue to feature prominently at key Formula 1 events, including the Miami Grand Prix, where it has been the title sponsor since the race’s inception in 2022.

The deal, first inked in 2021, marked Formula 1’s foray into the crypto world at a time when digital assets were experiencing explosive growth.

The initial partnership positioned Crypto.com as the sport’s official cryptocurrency sponsor and global partner for the then-new Sprint qualifying series.

It coincided with Formula 1’s push to expand its global footprint and attract younger audiences, particularly in untapped markets, including the U.S. 

For Crypto.com, the deal was part of an aggressive marketing campaign to establish itself as a household name in the digital finance sector.

Since 2021, both parties have scaled significantly. Formula 1 now boasts a global fan base of 750 million, a cumulative TV audience of 1.5 billion, and 96 million social media followers.

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Author: Sebastian Sinclair