Cryptocurrency and online trading companies have emerged as major sponsors in European football, according to a new report by Investigate Europe. These firms now appear on the shirts of more than one-third of clubs across the continent’s top leagues — a trend that is reshaping the commercial landscape of the sport and sparking renewed concerns about regulation, transparency, and consumer protection.

More than a third of teams in Europe’s five biggest football leagues have signed deals with crypto or trading companies this season. The Premier League leads the way, with 70% of its clubs partnering with such firms. Similar collaborations exist across around 30% of clubs in La Liga, Bundesliga, and Serie A.

These partnerships include both regulated and unregulated companies — some previously flagged by financial authorities as high-risk for consumers. Analysts point out that football’s emotional fan base and global visibility make it a perfect vehicle for crypto brands seeking legitimacy and trust.

“Football clubs are seen as brands with kudos, and these companies want to piggy-back off that. They can reach a demographic who often have some discretionary wealth and ties to the traditional gambling industry,” said football finance expert Kieran Maguire from the University of Liverpool.

Clubs caught between money and regulation

Among the 14 Premier League clubs involved is Manchester City, partnered with one of the world’s largest crypto exchanges, registered in the Seychelles. Earlier this year, the exchange was fined over $500 million for violating U.S. anti-money-laundering laws. Newcastle United has a deal with an Australian trading platform that has faced similar regulatory scrutiny and appeared on warning lists in Italy, Belgium, and Denmark.

In Italy, seven Serie A clubs are tied to 11 different crypto and trading sponsors. Inter Milan works with a non-EU regulated platform that markets to Italian users despite compliance issues. While the club insists the deal targets Asia, domestic advertising has been reported. In Spain, Atlético Madrid’s partnership with a Hong Kong-based crypto firm raised similar questions, given the company’s lack of an EU license.

Other clubs — including Sporting CP and Leeds United — have already terminated deals over non-payment or regulatory breaches.As traditional gambling sponsorships face tightening restrictions, crypto and trading firms are filling the gap, offering lucrative financial incentives. Sports marketing agency SportQuake estimates that crypto companies invested about $565 million in sports sponsorships last season, with football accounting for 59% of that total.

However, experts warn that many fans lack the financial literacy to understand these investments. Marketing consultant Tim Crow urged clubs to conduct thorough due diligence, stressing that fans perceive sponsorships as endorsements of credibility. While no clubs have been accused of wrongdoing, the report’s message is clear: as crypto gains ground in football, accountability and oversight must follow.

Sources:

https://www.investigate-europe.eu/posts/revealed-fans-at-risk-as-crypto-and-trading-sponsors-flood-european-football

https://www.igamingtoday.com/crypto-takes-over-the-pitch-one-third-of-european-football-clubs-now-sponsored-by-cryptocurrency-firms/