Crypto investment in sports sponsorship has boomed in 2021 as sector spending jumped to $366m.
SportQuake CEO Matt House
Last week, Crypto.com announced a huge 20-year, $700m deal to become the new naming rights partner of L.A’s Staples Center, which is the latest news in a groundbreaking year for crypto brands and sports sponsorship. Looking to understand the emerging trend, Finance Magnates spoke with the CEO of SportQuake, Matt House to understand why brands are investing at such a pace, the benefits of sports sponsorship and where this trend is likely to take us in the future.
1, Hi Matt. Firstly, who is SportQuake and what do you do?
SportQuake is a sports marketing agency specialising in football sponsorship. Since 2006, we have helped high-growth businesses to create impactful sponsorship strategies that build their brand around the world.
SportQuake was founded in response to technological developments that were transforming sport into a valuable global marketing platform for brands. I saw a gap in the market to help digital-focused businesses capitalise on this platform to build multi-market brands quickly and at scale.
This model enabled us to pioneer football as a space for online betting brands to achieve their marketing goals, starting when Mansion became Spurs’ front-of-shirt sponsor in 2006. We progressed to help online trading brands in a similar way, including the first Premier League sponsorship paid in bitcoin with eToro. Now, we are doing the same for the crypto sector.
2.2021 has been a surge of activity in sports sponsorship by crypto brands. Could you give an overview of exactly what has been happening?
Crypto investment in sports sponsorship has boomed in 2021, with sector spending rising to $366m and a 5X year-on-year increase.
There are currently 56 crypto brands active in sports sponsorship. This number is growing rapidly with new partnerships announced daily.
Investment has come from a wide range of crypto businesses, including exchanges, blockchain, fan tokens, non-fungible tokens (NFTs) and has been dominated by an ‘arms race’ between Crypto.com and FTX spanning the NBA, UFC, F1 and European football.
These new pure play crypto investors are joining more established fintech spenders, such as eToro and traditional financial services brands, like Standard Chartered.
3. You mentioned Crypto.com who recently agreed to become the new naming rights partner of L.A.’s Staples Center. What will that partnership deliver for the brand?
The partnership will work on several levels for Crypto.com.
Firstly, it will build massive awareness in the key US crypto market. The Staples Center is one of the most iconic entertainment arenas in the US, with its multi-purpose nature, as a sport, music and exhibition venue, bringing the brand to a diverse range of audiences.
Secondly, the long-term nature of the partnership will automatically instil trust among Crypto.com customers and regulators alike.
Finally, with the naming rights partnership comes a range of exclusive hospitality and VIP experiences that Crypto.com can use to attain and retain customers.
4. Looking more generally, why are crypto brands investing in sponsorship at such an unprecedented rate?
The crypto industry is moving very fast, very global and brands are looking to scale very quickly.
Sports sponsorship has proven itself as a key part of the marketing tool kit for building digital-first brands generally and online sports betting and online trading brands specifically. Crypto brands look at this and want the same results, but faster.
Football sponsorship offers a proven platform for brand building, providing rapid brand awareness for companies to present themselves consistently to attractive demographics in key markets, across all key media channels, quickly and at scale.
It is also home to the world’s most recognised teams and players. Aligning with these globally respected organisations and athletes drives trust and credibility with everyone from transacting customers to regulators, while also presenting the opportunity to create highly engaging content marketing and experiences.
From a financial perspective, it is also attractive to multi-market businesses, offering large economies of scale where a single investment, with one central football sponsorship strategy, can be leveraged throughout a company’s sales and marketing strategy to drive business goals across all key markets.
The most telling proof point is the sector leaders who are committing to long-term strategies and growing these over time as they see more and more success. This includes eToro, who entered football with seven teams in 2018 and now have a football sponsorship portfolio of 26 teams.
5. How are these brands activating their sports sponsorship strategies to achieve impact?
Sports sponsorship can be leveraged throughout a company’s sales and marketing strategy to drive business goals. The most successful brands do not use sponsorship in isolation, but instead, integrate it across all marketing and comms touchpoints in their business.
As mentioned, the ‘always on’ marketing platform and alignment with world-leading teams, leagues and athletes build awareness, trust and credibility.
Then there is the ability to attract and retain customers through experience-based activations, including player and legend appearances, prizes & competitions and matchday hospitality.
Crucially for crypto brands, sports partnerships include the right for brands to have exclusive NFTs linked to their partner, which forms another additional revenue stream for the brand.
SportQuake_Sales_Funnel_Integration
6. Finally, where do you think this trend is likely to take us next?
Based on the sports sponsorship adoption cycle to date and SportQuake market intel, 2022 will be the year crypto brands ‘blow up’ in football, with heavy investment across the board, including teams, leagues, players and the World Cup.
Seeking mass impact and awareness in non-US markets, brands will adopt football for its proven ability to drive growth for similar businesses (e.g. online sports betting, online trading).
Like these other brand sectors before, there will be an arms race to partner with the best football properties.
The difference with crypto is the speed that everything is moving. Everything is much faster so there is a short window of opportunity.
Now is the time to act. The best opportunities will be taken quickly and as we have seen before, first movers who act decisively and then invest consistently will reap the biggest rewards.
Last week, Crypto.com announced a huge 20-year, $700m deal to become the new naming rights partner of L.A’s Staples Center, which is the latest news in a groundbreaking year for crypto brands and sports sponsorship. Looking to understand the emerging trend, Finance Magnates spoke with the CEO of SportQuake, Matt House to understand why brands are investing at such a pace, the benefits of sports sponsorship and where this trend is likely to take us in the future.
1, Hi Matt. Firstly, who is SportQuake and what do you do?
SportQuake is a sports marketing agency specialising in football sponsorship. Since 2006, we have helped high-growth businesses to create impactful sponsorship strategies that build their brand around the world.
SportQuake was founded in response to technological developments that were transforming sport into a valuable global marketing platform for brands. I saw a gap in the market to help digital-focused businesses capitalise on this platform to build multi-market brands quickly and at scale.
This model enabled us to pioneer football as a space for online betting brands to achieve their marketing goals, starting when Mansion became Spurs’ front-of-shirt sponsor in 2006. We progressed to help online trading brands in a similar way, including the first Premier League sponsorship paid in bitcoin with eToro. Now, we are doing the same for the crypto sector.
2.2021 has been a surge of activity in sports sponsorship by crypto brands. Could you give an overview of exactly what has been happening?
Crypto investment in sports sponsorship has boomed in 2021, with sector spending rising to $366m and a 5X year-on-year increase.
There are currently 56 crypto brands active in sports sponsorship. This number is growing rapidly with new partnerships announced daily.
Investment has come from a wide range of crypto businesses, including exchanges, blockchain, fan tokens, non-fungible tokens (NFTs) and has been dominated by an ‘arms race’ between Crypto.com and FTX spanning the NBA, UFC, F1 and European football.
These new pure play crypto investors are joining more established fintech spenders, such as eToro and traditional financial services brands, like Standard Chartered.
3. You mentioned Crypto.com who recently agreed to become the new naming rights partner of L.A.’s Staples Center. What will that partnership deliver for the brand?
The partnership will work on several levels for Crypto.com.
Firstly, it will build massive awareness in the key US crypto market. The Staples Center is one of the most iconic entertainment arenas in the US, with its multi-purpose nature, as a sport, music and exhibition venue, bringing the brand to a diverse range of audiences.
Secondly, the long-term nature of the partnership will automatically instil trust among Crypto.com customers and regulators alike.
Finally, with the naming rights partnership comes a range of exclusive hospitality and VIP experiences that Crypto.com can use to attain and retain customers.
4. Looking more generally, why are crypto brands investing in sponsorship at such an unprecedented rate?
The crypto industry is moving very fast, very global and brands are looking to scale very quickly.
Sports sponsorship has proven itself as a key part of the marketing tool kit for building digital-first brands generally and online sports betting and online trading brands specifically. Crypto brands look at this and want the same results, but faster.
Football sponsorship offers a proven platform for brand building, providing rapid brand awareness for companies to present themselves consistently to attractive demographics in key markets, across all key media channels, quickly and at scale.
It is also home to the world’s most recognised teams and players. Aligning with these globally respected organisations and athletes drives trust and credibility with everyone from transacting customers to regulators, while also presenting the opportunity to create highly engaging content marketing and experiences.
From a financial perspective, it is also attractive to multi-market businesses, offering large economies of scale where a single investment, with one central football sponsorship strategy, can be leveraged throughout a company’s sales and marketing strategy to drive business goals across all key markets.
The most telling proof point is the sector leaders who are committing to long-term strategies and growing these over time as they see more and more success. This includes eToro, who entered football with seven teams in 2018 and now have a football sponsorship portfolio of 26 teams.
5. How are these brands activating their sports sponsorship strategies to achieve impact?
Sports sponsorship can be leveraged throughout a company’s sales and marketing strategy to drive business goals. The most successful brands do not use sponsorship in isolation, but instead, integrate it across all marketing and comms touchpoints in their business.
As mentioned, the ‘always on’ marketing platform and alignment with world-leading teams, leagues and athletes build awareness, trust and credibility.
Then there is the ability to attract and retain customers through experience-based activations, including player and legend appearances, prizes & competitions and matchday hospitality.
Crucially for crypto brands, sports partnerships include the right for brands to have exclusive NFTs linked to their partner, which forms another additional revenue stream for the brand.
SportQuake_Sales_Funnel_Integration
6. Finally, where do you think this trend is likely to take us next?
Based on the sports sponsorship adoption cycle to date and SportQuake market intel, 2022 will be the year crypto brands ‘blow up’ in football, with heavy investment across the board, including teams, leagues, players and the World Cup.
Seeking mass impact and awareness in non-US markets, brands will adopt football for its proven ability to drive growth for similar businesses (e.g. online sports betting, online trading).
Like these other brand sectors before, there will be an arms race to partner with the best football properties.
The difference with crypto is the speed that everything is moving. Everything is much faster so there is a short window of opportunity.
Now is the time to act. The best opportunities will be taken quickly and as we have seen before, first movers who act decisively and then invest consistently will reap the biggest rewards.
CMC Markets Head of Sales Toby Morris Departs After 13 Years
Marketing in 2026 Audiences, Costs, and Smarter AI
Marketing in 2026 Audiences, Costs, and Smarter AI
As brokers eye B2B business and compete with fintechs and crypto exchanges alike, marketers need to act wisely with often limited budgets. AI can offer scalable solutions, but only if used properly.
Join seasoned marketing executives and specialists as they discuss the main challenges they identify in financial services in 2026 and how they address them.
Attendees of this session will walk away with:
- A nuts-and-bolts account of acquisition costs across platforms and geos
- Analysis of today’s multi-layered audience segments and differences in behaviour
- First-hand account of how global brokers balance consistency and local flavour
- Notes from the field about intelligently using AI and automation in marketing
Speakers:
-Yam Yehoshua, Editor-In-Chief at Finance Magnates
-Federico Paderni, Managing Director for Growth Markets in Europe at X
-Jo Benton, Chief Marketing Officer, Consulting | Fractional CMO
-Itai Levitan, Head of Strategy at investingLive
-Roberto Napolitano, CMO at Innovate Finance
-Tony Cross, Director at Monk Communications
#fmls #fmls25 #fmevents #FintechMarketing #AI #DigitalStrategy #Fintech #Innovation
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As brokers eye B2B business and compete with fintechs and crypto exchanges alike, marketers need to act wisely with often limited budgets. AI can offer scalable solutions, but only if used properly.
Join seasoned marketing executives and specialists as they discuss the main challenges they identify in financial services in 2026 and how they address them.
Attendees of this session will walk away with:
- A nuts-and-bolts account of acquisition costs across platforms and geos
- Analysis of today’s multi-layered audience segments and differences in behaviour
- First-hand account of how global brokers balance consistency and local flavour
- Notes from the field about intelligently using AI and automation in marketing
Speakers:
-Yam Yehoshua, Editor-In-Chief at Finance Magnates
-Federico Paderni, Managing Director for Growth Markets in Europe at X
-Jo Benton, Chief Marketing Officer, Consulting | Fractional CMO
-Itai Levitan, Head of Strategy at investingLive
-Roberto Napolitano, CMO at Innovate Finance
-Tony Cross, Director at Monk Communications
#fmls #fmls25 #fmevents #FintechMarketing #AI #DigitalStrategy #Fintech #Innovation
Connect with us at:
🔗 LinkedIn: / financemagnates-events
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Much like their traders in the market, brokers must diversify to manage risk and stay resilient. But that can get costly, clunky, and lengthy.
This candid panel brings together builders across the trading infrastructure space to uncover the shifting dynamics behind tools, interfaces, and full-stack ambitions.
Attendees will hear:
-Why platform dependency has become one of the most overlooked risks in the trading business?
-Buy vs. build: What do hybrid models look like, and why are industry graveyards filled with failed ‘killer apps’?
-How AI is already changing execution, risk, and reporting—and what’s next?
-Which features, assets, and tools gain the most traction, and where brokers should look for tech-driven retention?
Speakers:
-Stephen Miles, Chief Revenue Officer at FYNXT
-John Morris, Co-Founder at FXBlue
-Matthew Smith, Group Chair & CEO at EC Markets
-Tom Higgins, Founder & CEO at Gold-i
-Gil Ben Hur, Founder at 5% Group
#fmls #fmls25 #fmevents #Brokers #Trading #Fintech #FintechInnovation #TradingTechnology #Innovation
Connect with us at:
🔗 LinkedIn: / financemagnates-events
👍 Facebook: / financemagnatesevents
📸 Instagram: / fmevents_official
🐦 Twitter: / f_m_events
🎥 TikTok: / fmevents_official
Much like their traders in the market, brokers must diversify to manage risk and stay resilient. But that can get costly, clunky, and lengthy.
This candid panel brings together builders across the trading infrastructure space to uncover the shifting dynamics behind tools, interfaces, and full-stack ambitions.
Attendees will hear:
-Why platform dependency has become one of the most overlooked risks in the trading business?
-Buy vs. build: What do hybrid models look like, and why are industry graveyards filled with failed ‘killer apps’?
-How AI is already changing execution, risk, and reporting—and what’s next?
-Which features, assets, and tools gain the most traction, and where brokers should look for tech-driven retention?
Speakers:
-Stephen Miles, Chief Revenue Officer at FYNXT
-John Morris, Co-Founder at FXBlue
-Matthew Smith, Group Chair & CEO at EC Markets
-Tom Higgins, Founder & CEO at Gold-i
-Gil Ben Hur, Founder at 5% Group
#fmls #fmls25 #fmevents #Brokers #Trading #Fintech #FintechInnovation #TradingTechnology #Innovation
Connect with us at:
🔗 LinkedIn: / financemagnates-events
👍 Facebook: / financemagnatesevents
📸 Instagram: / fmevents_official
🐦 Twitter: / f_m_events
🎥 TikTok: / fmevents_official
Educators, IBs, And Other Regional Growth Drivers
Educators, IBs, And Other Regional Growth Drivers
When acquisition costs rise and AI generated reviews are exactly as useful as they sound, performing and fair partners can make or break brokers.
This session looks at how these players are shaping access, trust and user engagement, and what the most effective partnership models look like in 2025.
Key Themes:
- Building trader communities through education and local expertise
- Aligning broker incentives with long-term regional strategies
- Regional regulation and the realities of compliant acquisition
- What’s next for performance-driven partnerships in online trading
Speakers:
-Adam Button, Chief Currency Analyst at investingLive
-Zander Van Der Merwe, Key Individual & Head of Sales at TD Markets
-Brunno Huertas, Regional Manager – Latin America at Tickmill
-Paul Chalmers, CEO at UK Trading Academy
#fmls #fmls25 #fmevents #Brokers #FinanceLeadership #Trading #Fintech #BrokerGrowth #FintechPartnerships #RegionalMarkets
Connect with us at:
🔗 LinkedIn: / financemagnates-events
👍 Facebook: / financemagnatesevents
📸 Instagram: / fmevents_official
🐦 Twitter: / f_m_events
🎥 TikTok: / fmevents_official
When acquisition costs rise and AI generated reviews are exactly as useful as they sound, performing and fair partners can make or break brokers.
This session looks at how these players are shaping access, trust and user engagement, and what the most effective partnership models look like in 2025.
Key Themes:
- Building trader communities through education and local expertise
- Aligning broker incentives with long-term regional strategies
- Regional regulation and the realities of compliant acquisition
- What’s next for performance-driven partnerships in online trading
Speakers:
-Adam Button, Chief Currency Analyst at investingLive
-Zander Van Der Merwe, Key Individual & Head of Sales at TD Markets
-Brunno Huertas, Regional Manager – Latin America at Tickmill
-Paul Chalmers, CEO at UK Trading Academy
#fmls #fmls25 #fmevents #Brokers #FinanceLeadership #Trading #Fintech #BrokerGrowth #FintechPartnerships #RegionalMarkets
Connect with us at:
🔗 LinkedIn: / financemagnates-events
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🐦 Twitter: / f_m_events
🎥 TikTok: / fmevents_official
The Leap to Everything App: Are Brokers There Yet?
The Leap to Everything App: Are Brokers There Yet?
As the arms race to bundle investing, personal finance, and wallets under super apps grows fiercer, brokers are caught between a rock and a hard place.
This session explores unexpected ways for industry players to collaborate as consumer habits evolve, competitors eye the traffic, and regulation becomes more nuanced.
Speakers:
-Laura McCracken,CEO | Advisory Board Member at Blackheath Advisors | The Payments Association
-Slobodan Manojlović,Vice President | Lead Software Engineer at JP Morgan Chase & Co.
-Jordan Sinclair, President at Robinhood UK
-Simon Pelletier, Head of Product at Yuh
Gerald Perez, CEO at Interactive Brokers UK
#fmls #fmls25 #fmevents #Brokers #FinanceLeadership #Trading #Fintech #Innovation
Connect with us at:
🔗 LinkedIn: / financemagnates-events
👍 Facebook: / financemagnatesevents
📸 Instagram: / fmevents_official
🐦 Twitter: / f_m_events
🎥 TikTok: / fmevents_official
As the arms race to bundle investing, personal finance, and wallets under super apps grows fiercer, brokers are caught between a rock and a hard place.
This session explores unexpected ways for industry players to collaborate as consumer habits evolve, competitors eye the traffic, and regulation becomes more nuanced.
Speakers:
-Laura McCracken,CEO | Advisory Board Member at Blackheath Advisors | The Payments Association
-Slobodan Manojlović,Vice President | Lead Software Engineer at JP Morgan Chase & Co.
-Jordan Sinclair, President at Robinhood UK
-Simon Pelletier, Head of Product at Yuh
Gerald Perez, CEO at Interactive Brokers UK
#fmls #fmls25 #fmevents #Brokers #FinanceLeadership #Trading #Fintech #Innovation
Connect with us at:
🔗 LinkedIn: / financemagnates-events
👍 Facebook: / financemagnatesevents
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🐦 Twitter: / f_m_events
🎥 TikTok: / fmevents_official
Mind The Gap: Can Retail Investors Save the UK Stock Market?
Mind The Gap: Can Retail Investors Save the UK Stock Market?
As the dire state of listing and investment in the UK goes from a financial services problem to a national challenge, the retail investing industry is taken to task.
Join a host of executives and experts for a candid conversation about the future of millions of Brits, as seen from a financial services standpoint:
-Are they happy with the Leeds Reform, in principle and in practice?
-Is it the government’s job to affect the ‘saver’ mentality? Is it doing well?
-What can brokers and fintechs do to spur UK investment?
-How can the FCA balance greater flexibility with consumer protection?
Speakers:
-Adam Button, Chief Currency Analyst at investingLive
-Nicola Higgs, Partner at Latham & Watkins
-Dan Lane, Investment Content Lead at Robinhood UK
-Jack Crone, PR & Public Affairs Lead at IG
-David Belle, Founder at Fink Money
#fmls #fmls25 #fmevents #Brokers #FinanceLeadership #Trading #Fintech #RetailInvesting #UKFinance
Connect with us at:
🔗 LinkedIn: / financemagnates-events
👍 Facebook: / financemagnatesevents
📸 Instagram: / fmevents_official
🐦 Twitter: / f_m_events
🎥 TikTok: / fmevents_official
As the dire state of listing and investment in the UK goes from a financial services problem to a national challenge, the retail investing industry is taken to task.
Join a host of executives and experts for a candid conversation about the future of millions of Brits, as seen from a financial services standpoint:
-Are they happy with the Leeds Reform, in principle and in practice?
-Is it the government’s job to affect the ‘saver’ mentality? Is it doing well?
-What can brokers and fintechs do to spur UK investment?
-How can the FCA balance greater flexibility with consumer protection?
Speakers:
-Adam Button, Chief Currency Analyst at investingLive
-Nicola Higgs, Partner at Latham & Watkins
-Dan Lane, Investment Content Lead at Robinhood UK
-Jack Crone, PR & Public Affairs Lead at IG
-David Belle, Founder at Fink Money
#fmls #fmls25 #fmevents #Brokers #FinanceLeadership #Trading #Fintech #RetailInvesting #UKFinance
Connect with us at:
🔗 LinkedIn: / financemagnates-events
👍 Facebook: / financemagnatesevents
📸 Instagram: / fmevents_official
🐦 Twitter: / f_m_events
🎥 TikTok: / fmevents_official
