Crypto Becomes an Integral Part of Sports — Growth and Trends

Cryptocurrency is no longer a niche financial instrument — it is quickly becoming a moving force even in the world of sports, especially football. These two sectors have more in common than it might seem from the first glance. Both crypto and football are deeply community-driven: crypto’s philosophy is built on decentralization, democratization, and active participation, much like the strong roots culture and global fanbases seen in football. This intersection makes crypto a natural fit in the football sphere, offering new ways for clubs and fans to engage.

A brief history of crypto in sports

Player transfers using crypto

Crypto started its journey in sports not so long ago. The first remarkable moment was in 2018, when a Turkish club called Harunustaspor signed a player named Ömer Faruk Kiroğlu and paid part of his transfer fee, about 2,500 Turkish lira (£467.30) to join Harunustaspor. It created a lot of buzz but also showed how crypto can be integrated nearly in any sphere, making things easier.

The trend of using crypto for payments grew year by year, culminating in 2021 when Spanish footballer David Barral became the first professional player to be fully transferred using cryptocurrency, marking a significant milestone. By 2022, this practice had expanded further; São Paulo FC broke new ground by acquiring Giuliano Galoppo with a $6 million payment made through the USDC stablecoin, facilitated by their sponsor and crypto exchange Bitso.

Sponsorships and brand deals

Alongside player transfers, crypto companies have jumped into football sponsorships in a big way. Arsenal’s 2018 deal with CashBet Coin was one of the earliest major partnerships linking crypto and football, showing how these two worlds were coming closer together.

Last year, Bitget has also made a lot of noise, entering into a multi-million dollar partnership with the La Liga soccer league, becoming the official crypto exchange and sponsor of the league.

Another great example is B2BINPAY, a leading crypto payment processor, which became the official sponsor of Athletic Club in 2023. Their logo now appears on the famous red-and-white shirts of Bilbao’s team, but the partnership extends beyond: both B2BINPAY and Athletic Club share similar passions for innovation and growing together with their communities.

Fan tokens and NFTS

Crypto’s impact isn’t just about payments and sponsorships — it has also changed how fans engage with their clubs. The first launch of fan tokens took place in Turin on November 28th, 2019. Juventus Football Club, renowned pioneers in the sport, led the way by creating $JUV, the Juventus Fan Token. This breakthrough enabled fans to connect directly with their club, granting them voting power on club matters and access to exclusive rewards. From those times, fan tokens have become a popular way for supporters to feel closer to their teams.

NFTs (non-fungible tokens) are another important crypto innovation in football. While often known as digital collectibles, many clubs now offer NFTs that give fans exclusive access to special events, behind-the-scenes content, or even real-life experiences like training sessions with players. These kinds of NFTs build stronger bonds between clubs and fans while opening up exciting new ways to support the teams.

A real example of NFTs making a difference in football is the recent launch by Egyptian football club Al Ahly FC. In partnership with FIFA’s official NFT marketplace, FIFA Collect, Al Ahly created a special NFT collection titled "Al Ahly FC — Jersey of Glory," which features uniquely designed jerseys worn by club stars over the years during major domestic and international victories.

Future trends: where crypto and football are heading

Historically, we see that every year crypto and sports are becoming more interconnected than ever through different forms. But where is this heading next? Is the market full of ideas already, or is there more to come?

One of the most promising trends is the growing use of cryptocurrency to handle football transfers. More clubs and players are starting to settle transfer fees directly using digital currencies like Bitcoin or stablecoins. This method makes payments faster and removes borders that traditional transfers often create. As more people trust the system and the technology improves, paying player salaries and bonuses with crypto could soon become normal practice.

Another big change is happening with GameFi, a mix of gaming and decentralized finance. Big organizations like FIFA are exploring blockchain-based football games where more than five millions of fans don’t just play but also earn tokens, trade digital assets, and join fantasy leagues powered by real match data. This blend of gaming, finance, and sports creates exciting, interactive experiences that connect fans more deeply than before.

Fan ownership models are also evolving. Decentralized autonomous organizations (DAOs) allow fans to hold governance tokens and vote on club issues (from designing kits to strategic plans), giving supporters a real voice in the club’s future. This new approach fits perfectly with the democratic spirit of both football fans and crypto communities.

On the NFT front, the trend is moving beyond just collectibles. Many clubs now offer utility NFTs that let fans enjoy more than an art piece: VIP experiences, exclusive content, and even participate in club activities. With these perks, they can visit the best matches and sit in the best places, along with visiting private events. This adds real value for supporters and helps clubs build lasting relationships while generating new income for clubs.

Finally, crypto sponsorships are evolving too. Instead of just placing logos on jerseys, crypto companies are creating more experiences, bringing sponsors closer to the heart of the football action. Global crypto sports sponsorship spending reached $565 million for the 2024/25 season, with football accounting for 59% of new crypto sponsorship deals. This represents a 20% year-on-year increase in crypto sponsorship investment, showing strong growth and mainstream appeal in football especially. This also refers to the B2BINPAY x Athletic partnership, which was renewed for the 2025 season, after Athletic Club’s successful campaign leading them directly into the Champions League. It will continue to strive creating more common ground between crypto and sports.

Conclusion

Cryptocurrency and football share a natural bond based on community and innovation. From early experiments with crypto payments and fan tokens to future trends like blockchain-based games and fan-owned clubs, this partnership is only getting stronger. Far from being a passing thing, crypto is fast becoming a permanent, exciting part of the future — changing how the sport is played, supported, and experienced around the world.