- Cryptocurrency sponsorship has significantly increased in the 2024/25 Premier League, with 15 out of 20 clubs now partnering with crypto companies
- Tottenham Hotspur has secured a sleeve sponsorship with Kraken, and Nottingham Forest has partnered with Floki this season
- The growing influence of cryptocurrency in the Premier League reflects clubs’ recognition of these partnerships as lucrative opportunities.
In the 2024/25 Premier League season, cryptocurrency sponsorship has reached new heights, with 15 out of the 20 clubs now partnering with various crypto companies. This marks a significant increase from the previous season, where only eight clubs had such sponsorships. Notable deals this season include Tottenham Hotspur’s sleeve sponsorship with Kraken and Nottingham Forest’s partnership with Floki. This uptick reflects the growing influence of cryptocurrency within the Premier League, with more clubs seeing these partnerships as lucrative opportunities.
Growing Acceptance of Crypto
In comparison, the previous seasons witnessed a more cautious approach. Although clubs like Manchester City and Chelsea had already dipped their toes into crypto sponsorships, the scale was much smaller. For instance, in the 2023/24 season, Manchester City’s deal with OKX and Chelsea’s partnership with BingX were among the few high-profile crypto sponsorships.
The general trend shows an increasing acceptance of crypto-related deals across the league, as the market matures and more companies seek to tap into the Premier League’s global audience.
Not Without Controversies
However, this surge in crypto partnerships hasn’t been without controversy. The volatility of the cryptocurrency market and the collapse of fan token values have led to criticism and concerns. For instance, fan tokens, which many Premier League clubs launched in partnership with platforms like Socios, have seen their value plummet, leaving fans who invested in them with significant losses.
This has sparked debates about the ethics of such sponsorships and whether clubs are adequately protecting their fans from potential financial risks.
Overall, the Premier League’s increasing entanglement with cryptocurrency sponsorship highlights both the growing commercialization of football and the potential risks associated with this volatile market.
