Aston Martin’s Formula 1 team has announced a strategic partnership with Coinbase, making the NASDAQ-listed crypto exchange its Official Crypto Partner. The collaboration, paid entirely in USDC stablecoins, will see Coinbase branding prominently displayed on the AMR25 race car, set for a full reveal on February 18.
This deal marks a significant move in the intersection of crypto and motorsports, as Aston Martin aims to leverage blockchain technology for fan engagement and digital innovation.
Coinbase Logo to Feature on AMR25 and Driver Suits
As part of the agreement, Coinbase’s logo will appear on the AMR25’s halo and rear-wing end plate, ensuring high visibility throughout the 2025 F1 season. Additionally, Aston Martin’s star drivers, Fernando Alonso and Lance Stroll, will sport Coinbase branding on their race suits, further integrating the partnership into the team’s identity.
Gary Sun, Coinbase’s Vice President of Marketing, expressed excitement about the collaboration, emphasizing the synergy between cutting-edge financial technology and high-performance motorsports.
Aston Martin Explores Blockchain-Based Fan Engagement
Beyond traditional sponsorship, Aston Martin Aramco is looking to redefine fan engagement through blockchain-powered experiences. The team is exploring potential onchain activations on Base, Coinbase’s Ethereum Layer 2 network, signaling a deeper integration of Web3 technology in Formula 1.
The partnership comes as part of a broader push by F1 teams to integrate digital assets and crypto solutions into their commercial strategies.
Coinbase Enters the Formula 1 Crypto Sponsorship Race
Coinbase’s entry into Formula 1 puts it in direct competition with Crypto.com, a major player in F1’s crypto sponsorship landscape.
Crypto.com has been a key partner in Formula 1 since 2021 and recently extended its sponsorship deal until 2030. It will retain naming rights for the Formula 1 Crypto.com Miami Grand Prix and continue offering exclusive fan experiences and activations at various Grands Prix.
With Coinbase now entering the scene, the competition between the two leading crypto exchanges in Formula 1 sponsorships is set to intensify, potentially leading to greater innovation in blockchain-based fan experiences.
As Aston Martin and Coinbase gear up for the 2025 season, this partnership could signal a new era for cryptocurrency in Formula 1, bridging the gap between blockchain technology and global motorsport audiences.
