As of 2025, cryptocurrency companies have made 22 deals with sports organizations, with an average value of 4.3 million US dollars

The biggest sports event in the United States in 2025, "Super Bowl LIX", lacked a large number of advertisements from cryptocurrency companies, whereas in the 2022 game, ads from cryptocurrency companies dominated the airwaves. However, cryptocurrency companies have not lost their appeal to sports fans.

According to the Financial Times citing market marketing agency SportQuake's report, by 2025 more partnership agreements had been signed between cryptocurrency companies and sports organizations: so far there have been 22 deals with an average value of $4.3 million each, compared to only 18 deals with an average value of $2.6 million during the same period last year. Notable collaborations include Tether acquiring a minority stake in Italian football team Juventus ("Juve") for approximately $50 million.

In a statement, Tether CEO Paolo Ardoino said that consistent with our strategic investment in Juve, Tether will be at the forefront of integrating new technologies such as digital assets, artificial intelligence and biotechnology with mature sports industries to drive global change.