Cryptocurrency companies are making substantial investments in the English Premier League (EPL), with nearly $170 million committed for the 2024-2025 season. According to a report by Bloomberg News, this figure is expected to increase as more agreements are reached throughout the season.
In light of a ban on front-of-shirt gambling sponsors starting from the 2026-2027 season, EPL teams are seeking alternative sources of revenue. Cryptocurrency companies have emerged as key players in filling this gap, forming partnerships with several prominent clubs.
Notable partnerships include Tottenham Hotspur’s deal with popular cryptocurrency exchange Kraken and Manchester City’s reported $70 million, three-year agreement with OKX. These collaborations typically grant companies access to advertising positions around stadiums on match days, placement on team jerseys, and opportunities to create exclusive content with players.
The Bloomberg News report highlighted that clubs often request upfront payment from cryptocurrency firms instead of a gradual payment arrangement, reflecting the sector’s volatile nature. Contracts also include clauses that allow teams to terminate agreements if issues arise that could tarnish their reputation.