Cryptocurrency companies sponsor more than a third of European football clubs
Bookmaker logos on the shirts of leading sports teams are increasingly being replaced by cryptocurrency company brands. According to an exclusive analysis by Investigate Europe, more than a third of clubs in Europe’s five major football leagues have signed sponsorship deals with companies linked to cryptocurrencies and online trading for the 2025/26 season. In a number of cases, these are companies that do not have licences to operate in the EU or the UK.
Such partnerships are most active in the Premier League, where 70% of clubs collaborate with crypto or trading platforms. In La Liga, the Bundesliga and Serie A, around 30% of teams have signed similar agreements. The partners include both regulated and unregulated organisations, some of which have been flagged by financial regulators as potentially risky for consumers.
Impact on British fans
Experts emphasise that football clubs with a strong reputation are attractive partners for companies seeking to strengthen trust in their brand. According to Kieran Maguire, a football finance specialist at the University of Liverpool, investing in cryptocurrencies and trading often involves high risks and can be considered a form of gambling.
One example is the partnership between Manchester City and the Seychelles-registered crypto exchange OKX. Earlier this year, the company was fined more than $500 million in the US for violating anti-money laundering laws. Despite not being registered with the British regulator FCA, OKX products are available in the country, with the company warning that consumer protection is not available.
A similar situation with VT Markets, an Australian trading platform that is a partner of Newcastle United. Since 2023, FCA has included the company in its warning list, as well as similar lists in Italy, Belgium and Denmark. Despite this, VT Markets continues to advertise its services, with a focus on the British audience.
Agreements in Italy, Spain and Portugal
In Italy, seven Serie A clubs have signed agreements with 11 sponsors. Inter collaborates with the Gate.io crypto exchange and the Ultima Markets trading platform, the latter of which is not regulated in the EU but offers bonuses and promotions targeted at Italian users. A club representative noted that the agreement only applies to the Asian market.
A similar situation is in Spain, where Atletico Madrid is collaborating with Hong Kong-based Hantec Markets, which does not have a licence in the EU but provides services to European users.
Some clubs have already faced the consequences of agreements with companies without European licences. Portugal’s Sporting terminated its contract with Bitci due to alleged non-payment, Atletico sued WhaleFin, and Britain’s Leeds United ended its partnership with FXVC after the FCA revoked its licence.
Experts call for stricter regulation
In light of the tightening of gambling regulations and the widespread enforcement of bans on bookmaker sponsorships across European countries, football clubs are proactively seeking alternative revenue streams. Cryptocurrency exchanges and online investment platforms are entering the market with comparable sponsorship budgets and are leveraging partnerships with reputable sports brands to boost their credibility.
While no clubs have been accused of wrongdoing, industry experts are urging teams to conduct more rigorous due diligence before signing sponsorship deals. Sports marketing specialist Tim Crow emphasises that fans interpret brand affiliations as signals of trust, making responsible partner selection essential for maintaining club reputation.
According to SportQuake, cryptocurrency companies invested $565 million in sports sponsorship last season, with football accounting for 59% of that total. Online trading brands have tripled their spending since 2019, reaching $183 million.
Experts warn that consumers involved in high-risk investments often lack sufficient financial literacy. The investigation highlights the need for stricter regulation and a responsible approach on the part of football clubs when selecting sponsors.
This article was first published in Russian on 12 November 2025.
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