Since its founding in 2012, Coinbase has played a pivotal role in expanding cryptocurrency adoption, making digital assets accessible and secure for millions worldwide. Today, over 560 million people own cryptocurrency globally, underscoring the shift towards decentralized finance. This partnership with Aston Martin Aramco reinforces Coinbase’s commitment to showcasing crypto’s potential as a tool for global economic freedom.
What sets this deal apart is its method of execution: the entire partnership will be paid in USDC ($1.00), a stablecoin pegged 1:1 to the U.S. dollar. This is the first time a Formula One team has publicly announced a sponsorship arrangement conducted entirely in a stablecoin. By embracing USDC, Aston Martin Aramco is making a statement about financial efficiency, cross-border payments, and the future of commercial transactions in the sport.
“This partnership shows the trust and confidence we place in Coinbase’s expertise as a leader in digital finance,” said Jefferson Slack, Managing Director of Commercial at Aston Martin Aramco. “By transacting this deal fully in USDC, we’re signaling our commitment to innovation and building a sustainable, forward-thinking relationship with Coinbase.”
Coinbase’s branding will prominently feature on the AMR25, specifically on the halo and rear-wing end plate, as well as on the racing suits of drivers Fernando Alonso and Lance Stroll. The partnership will also explore on-chain fan engagement initiatives, potentially introducing new ways for supporters to interact with the team and the sport.
Aston Martin will race against Red Bull and Ferrari in 2025, Source: Aston Martin
Gary Sun, Vice President of Marketing at Coinbase, emphasized the significance of this milestone: “This is a huge moment for Coinbase, marking the first time we’ve invested in a sports partnership entirely in cryptocurrency. It’s also our debut in Formula One, and we’re thrilled to align with a sport that values pushing boundaries with transformative ideas and technology.”
While Coinbase does not promote stablecoins over other digital assets, Sun highlighted that using USDC provides unique advantages, particularly in efficiency and speed for large-scale transactions. “We are happy to pay partners in any type of crypto they choose,” he said. “Partners select assets based on how they fit into their broader strategy.”
Crypto Zooms into Formula One
The integration of cryptocurrency into Formula One is not new. In June 2021, Crypto.com signed a multi-year deal with Formula 1, followed by a massive nine-year, $100 million agreement in 2022, securing naming rights to the Miami Grand Prix. This deal was extended in December 2024, ensuring that the Formula 1 Crypto.com Miami Grand Prix continues to use the exchange’s branding.
Beyond league-wide partnerships, individual racing teams have also embraced crypto. The latest example is Floki’s play-to-earn gaming platform, Valhalla, which has partnered with the KICK F1 Sim Racing Team. Announced on November 15, 2024, this collaboration will bring NFT ($0.00) integrations into the Valhalla game and offer fans exclusive in-game competitions, including a chance to visit Sauber Motorsport’s headquarters in Hinwil, Switzerland.
Aston Martin will race against Red Bull and Ferrari in 2025, Source: Aston Martin
From sponsorships to blockchain-powered fan engagement, Formula One continues to embrace digital assets as a cornerstone of its future. As Coinbase joins the grid alongside Aston Martin Aramco, the message is clear: cryptocurrency is no longer a mere curiosity in elite sports—it’s an integral part of the race to the future.
