Coinbase Partners with Aston Martin Formula One Team, Challenging Crypto.com in F1 Sponsorship Race

Coinbase has signed on as the Official Crypto Partner for Aston Martin Aramco’s Formula One team, marking a significant move into the high-speed world of motorsport. The deal, paid entirely in USDC stablecoins, will prominently feature Coinbase’s logo on the halo and rear-wing end plate of the team’s upcoming AMR25 racing car, as well as on drivers Fernando Alonso and Lance Stroll’s racing suits.

Expanding Fan Engagement Through Web3

According to Aston Martin Aramco, the partnership will explore onchain fan engagement opportunities, potentially leveraging Base, Coinbase’s Ethereum Layer 2 network, to deliver unique digital experiences for racing enthusiasts.

“This is a huge milestone for Coinbase,” said Gary Sun, Vice President of Marketing at Coinbase, adding that the collaboration reflects a shared passion for pushing technological boundaries.

Taking On Rival Crypto.com in Formula One

With this partnership, Coinbase enters the competitive F1 sponsorship arena, directly challenging Crypto.com, which has been an official Formula One partner since 2021. Crypto.com, whose deal was recently extended through 2030, retains naming rights to the Formula 1 Crypto.com Miami Grand Prix and continues to focus on delivering exclusive fan experiences and activations at races worldwide.