Crypto Lending Platform Nexo Enters Multi-Year Partnership with Audi F1 Team

Nexo, a digital assets platform, has signed a four-year sponsorship agreement with the Audi Revolut Formula 1 racing team. The deal makes Nexo the team's inaugural official digital asset partner. The partnership includes extensive branding across the team's cars, driver helmets, and pit crew uniforms.

The agreement includes category exclusivity for digital assets, allowing Nexo to feature prominently on the team's visual identity. Nexo will also engage with Formula 1's global fanbase through co-created content, educational programs, and immersive brand experiences.

This marks Nexo's latest foray into global sports sponsorship. The company recently entered tennis by signing a three-year deal with the Australian Open and the Dallas Open. Nexo has previously faced regulatory challenges, including a 2022 U.S. market exit due to investigations over its Earn product.

Why the Move Happened

Audi Revolut F1 Team is preparing for its debut in Formula 1 in 2026. The team described the partnership as part of its broader strategy to engage with global audiences through digital-first experiences. Nexo's co-founder, Antoni Trenchev, emphasized the partnership's alignment with the company's mission to provide innovative digital wealth tools to a global audience.

The deal reflects a broader trend among crypto companies to invest in long-term, integrated sponsorships rather than short-term, logo-driven campaigns. This approach aims to build brand credibility and reach high-value audiences in elite sports.

How Markets Responded

The NEXO token has seen a 2.7% increase in the 24 hours following the partnership announcement. Industry data shows that crypto companies have invested about $568 million in sports sponsorships during the 2024–2025 season, with Formula 1 emerging as a premium option for firms seeking technology-driven visibility.

Investors are observing how this partnership, alongside similar agreements with Coinbase, Kraken, and Bybit, reshapes the crypto marketing landscape. The deals are seen as more strategic and less speculative than earlier sponsorship cycles.

What Analysts Are Watching

Analysts are monitoring how Nexo's partnership integrates with its existing global strategies, including its recent re-entry into the U.S. market. Nexo re-entered the U.S. last year after exiting in 2022 amid regulatory scrutiny. The company's ability to sustain its market presence while managing compliance risks will be a key indicator of its growth trajectory.

The broader question for the crypto industry is whether Formula 1 sponsorships will serve as a reputational boost or remain a niche marketing channel. As regulators continue to scrutinize the industry, long-term partnerships with high-performance, globally recognized brands may help crypto firms navigate a more cautious market environment.

Audi Revolut F1 Team's Chief Commercial Officer, Stefano Battiston, stated that the partnership reflects a shared ambition to scale with discipline and innovation. The team's entry into Formula 1 is strategically timed with new regulations that emphasize electrification and sustainability.

Investors and analysts will be watching how these partnerships evolve over time and whether they lead to tangible growth in customer engagement and brand recognition.