signs $100M sponsorship with Formula 1

Thu 01 Jul 2021 ▪ 19h00 ▪ 3 min de lecture - par Mbolatiana Rama (CRO) and Formula 1 have announced signing a partnership deal intending to develop new exclusive NFTs and allow the crypto exchange platform to receive trackside slots at F1 races.

Five-year agreement totalling over $100M

Invited to the Decrypt Daily podcast, Kris Marzalek, co-founder and CEO of, announced a recently concluded alliance with Formula 1. This initiative promotes the firm’s ambition to become a global partner and align with six other companies already working with the iconic brand.

According to the press release, the deal suggests developing exclusive non-fungible tokens (NFTs) allowing Formula 1 fans to connect with the racing sport in new ways. Besides, Marzlek believes that the discipline fits the crypto audience perfectly.

No official statement has been made considering the deal’s financial details. However, CNBC has stated that the information about this 5-year sponsorship totalling $100 million was provided by its well-informed sources.

Introducing crypto to F1 fans

This collaboration will bring some changes. Pilots will be offered prizes after each race. In addition, will have trackside presence at Formula 1 events. Ben Pincus, Director of Commercial Partnerships at Formula 1, approves of the digital presence produced by the duo. will showcase a new award at the Belgian Grand Prix. In fact, the crypto platform hopes to make the most of this agreement. Aiming at cryptocurrency democratisation, the company intends to educate racing fans and give them an opportunity to benefit from new great experiences as well.

The introduction of into the sports world began with an association with the Aston Martin F1 Team and a collaboration with the Montreal Canadiens, ice hockey team competing in the National Hockey League (NHL). NFTs are not a novelty to Formula 1 either: Animoca Brands has worked with Formula 1 in order to develop F1 Delta Time, an official blockchain game.

At first glance, and Formula 1 have nothing in common, however, their managers have enough sense to ensure tuning between each other on their way to the changes mentioned above.

Mbolatiana Rama

Internautes amateurs, néophytes ou confirmés, c'est avec grand plaisir que je vous livre au quotidien les secrets du monde de la cryptomonnaie. Mon rôle ? Rendre ce domaine clair et limpide tout en vous livrant les dernières infos croustillantes pour vous permettre d'y investir en connaissance de cause et avec le moins de risque possible. Ce ne sera pas un long fleuve tranquille mais ce n'est pas grave, c'est la vie !


The views, thoughts, and opinions expressed in this article belong solely to the author, and should not be taken as investment advice. Do your own research before taking any investment decisions.

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