Formulation 1 strikes $100 million cryptocurrency sponsorship
Kimi Raikkonen of Finland driving the (7) Alfa Romeo Racing C41 Ferrari through the F1 Grand Prix of Styria at Purple Bull Ring on June 27, 2021 in Spielberg, Austria.
Bryn Lennon | Getty Photos
Formulation 1 landed a brand new sponsor Tuesday in a cope with Crypto.com, a platform that enables customers to purchase and promote cryptocurrencies. Phrases of the settlement weren’t offered, however individuals conversant in the pact advised CNBC it is a five-year deal that totals over $100 million.
On this settlement, Crypto.com will get model presence round F1 occasions, together with the brand new Dash sequence, a qualifying format that determines beginning positions at races. As well as, Crypto.com may even obtain trackside slots at F1 races for the rest of the season.
The corporate may even introduce a brand new award at F1’s Belgian Grand Prix in August and grow to be its NFT associate. The Crypto.com settlement prompts on July 17, a day earlier than the 2021 British Grand Prix on the Silverstone Circuit in England.
In a press release, Ben Pincus, F1 director of economic partnerships, stated the racing group would use “experience” from Crypto.com “as we discover the world of cryptocurrency, an space we’re very involved in.”
Crypto.com says it has over 10 million customers on its platform and has an app obtainable for Apple gadgets and Android telephones. The corporate makes income from transaction charges and has different sports activities partnerships, together with F1 group Aston Martin and Nationwide Hockey League franchise, the Montreal Canadiens.
F1 is owned by Liberty Media Company, which bought the worldwide racing entity in 2016 for $4.4 billion. F1 used sports activities company Inventive Artists Company to barter the deal.
“We look ahead to a few years of innovating collectively,” stated Kris Marszalek, co-founder and CEO of Crypto.com, of the F1 settlement. “We’re additionally excited to associate with F1 within the growth of unique NFTs, connecting followers to the game in new and progressive methods.”