Recently, the crypto lending platform Nexo made a big move — signing a 4-year sponsorship agreement with the Audi Revolut F1 team, becoming the team's first official digital asset sponsor. The sponsorship amount is substantial, reportedly reaching tens of millions of dollars.

According to the agreement, Nexo's branding will appear on the race car livery, the drivers' helmets, and team uniforms in the pit area, all of which are the most visible positions in F1 races. This is not Nexo's first high-profile sports sponsorship; just a month ago, they also entered into a multi-year sponsorship deal with the Australian Open.

Looking at the entire industry, the total sports sponsorship investment by cryptocurrency exchanges for the 2024-2025 season has already reached $568 million. Football remains the dominant sport, accounting for nearly 60% of all new sponsorships. This indicates that more and more crypto platforms are beginning to recognize the brand value of sports sponsorships, using high-visibility events to boost brand awareness and trust. Nexo's series of actions exemplify how crypto lending platforms are expanding their market and building brand influence.