Key Moments:
- Over one-third of elite European football clubs have secured sponsorships with crypto and trading companies
- The Premier League currently sees 70% of its clubs sponsored by crypto or trading platforms
- Several partnerships involve companies raising regulatory and consumer protection concerns across multiple countries
Crypto Sponsorships Reshape European Football’s Commercial Scene
A recent analysis by Investigate Europe has highlighted the growing influence of cryptocurrency and online trading companies in European football sponsorships. These firms now appear on the shirts of more than one-third of clubs in the continent’s leading leagues, signaling a significant transformation of the sponsorship environment within the sport.
The widespread adoption of crypto sponsorship across top leagues is raising new concerns regarding regulation, transparency, and consumer protection, as clubs align themselves with companies that differ widely in oversight and practices.
Premier League Clubs Embrace Crypto Backers
The report shows that the Premier League features the highest concentration of such sponsorships, where 70% of clubs have agreements with crypto or trading platforms. In Spain’s La Liga, Germany’s Bundesliga, and Italy’s Serie A, roughly 30% of clubs have entered similar partnerships.
These sponsorships include both regulated companies and those previously flagged as potentially high-risk by financial authorities. Football’s international profile and strong fan allegiance are cited by analysts as favorable characteristics for crypto companies seeking to enhance their credibility and reputation.
Kieran Maguire, a football finance expert at the University of Liverpool, emphasized potential hazards for clubs, noting, “investing in crypto and online trading carries volatility similar to gambling.”
Scrutiny of High-Risk Sponsorship Partners
Manchester City’s collaboration with Seychelles-based exchange OKX stands as a prominent example. Earlier in 2025, OKX received an over $500 million fine in the United States for anti-money laundering violations. Although OKX is not registered with the UK’s Financial Conduct Authority (FCA), its offerings remain available to UK consumers, albeit without regulatory protection.
Newcastle United’s arrangement with VT Markets, an Australian trading firm, has also faced criticism. Regulatory agencies in the UK, Italy, Belgium, and Denmark have each listed VT Markets as operating without proper licensing, but the company continues its advertising to British audiences.
Widespread Adoption and Emerging Challenges in Europe
The Italian Serie A hosts seven clubs involved with 11 different crypto and trading sponsors. Inter Milan, for example, maintains deals with Gate.io and Ultima Markets – the latter not regulated within the European Union but still targeting Italian users. Inter asserts that its contract is oriented towards Asia, yet related marketing has appeared in Italy.
Similarly, Atlético Madrid’s partnership with Hong Kong-based Hantec Markets has sparked concerns, given that Hantec operates without an EU license. Other teams, including Portugal’s Sporting CP and England’s Leeds United, have ended crypto sponsorships due to issues like non-payment or regulatory complications.
Regulatory Response and Financial Risks
As traditional gambling sponsorships decline in Europe due to regulatory tightening, crypto and trading companies are filling the gap and often offering comparable financial support for football clubs. SportQuake, a sports marketing agency, reported that cryptocurrency firms invested approximately $565 million in sports sponsorships last season, with football accounting for 59% of this total.
Experts are calling attention to the knowledge gap among fans regarding complex financial products. Tim Crow, a marketing expert, advised clubs to “conduct proper due diligence,” noting that supporters typically view club sponsorships as validations of company reliability.
Since 2019, online trading brands have tripled their sponsorship spend to reach $183 million. Both regulators and clubs are under increasing pressure to manage risks to fans arising from these arrangements.
Calls for Responsible Growth
There have been no allegations of misconduct against any clubs to date. Nevertheless, the analysis stresses that, as crypto’s impact on football sponsorship continues to rise, both responsibility and regulatory scrutiny must keep pace with this evolving landscape.
| League | % of Clubs with Crypto/Trading Sponsorships |
|---|---|
| Premier League | 70% |
| La Liga | ~30% |
| Bundesliga | ~30% |
| Serie A | ~30% |
- Author
Daniel Williams
