Crypto exchange service Crypto.com has signed a multi-year deal with luxury carmaker Aston Martin to sponsor the brand’s Formula One racing team.
The sponsorship deal has been occasioned by the British car manufacturer’s return to Grand Prix racing in 2021, which comes after a 61-year absence. The financial details of this newly-signed deal are still unknown.
Crypto.com’s customer base doubled in the last few months, reaching 10 million users. Given that the Crypto.com logo will appear on Aston Martin’s F1 cars, this deal will add to the crypto exchange’s exposure since the 2020 F1 season had, on average, 87.4 million viewers.
According to the crypto exchange’s press release, this partnership will also involve “exclusive experiences and opportunities” and, as Kris Marszalek, co-founder and CEO of Crypto.com, said the exchange is interested in leveraging this collaboration to further promote various crypto products.
The CEO added that “We are extremely excited to be partnering with Aston Martin Cognizant Formula One Team. There is strong alignment between our brands and the aspirations of our customers.”
Jefferson Slack, the Managing Director of Commercial and Marketing for Aston Martin’s F1 division also expressed the carmaker’s enthusiasm regarding this partnership, saying that they are “hugely excited” to be “at the forefront of the boom in cryptocurrency and blockchain technology.” Slack also mentioned the carmaker’s interest in nonfungible tokens and payment systems.