Aston Martin F1 Strikes Multi-Year Crypto Deal with Coinbase, Paid Fully in USDC

Aston Martin Aramco Formula One Team has entered into a multi-year partnership with Coinbase Global Inc. (NASDAQ: COIN), making the American cryptocurrency exchange its official crypto partner. In a first-of-its-kind move for F1, the deal is entirely paid in USDC, a dollar-pegged stablecoin.

Coinbase Enters the F1 Arena with a Bold Statement

This is Coinbase’s debut sponsorship in Formula One, and it’s not a subtle entrance. The partnership goes beyond just branding—it’s a demonstration of crypto’s increasing role in mainstream finance.

Aston Martin’s AMR25 race car will prominently display Coinbase’s branding on the halo and rear-wing end plates. Additionally, drivers Fernando Alonso and Lance Stroll will sport the exchange’s logo on their racing suits throughout the season.

The real kicker? The entire agreement is settled in USDC. That’s a major leap for digital asset adoption in sports sponsorships, as few teams have explicitly disclosed stablecoin transactions for such deals.

Crypto and Motorsports: A Growing Trend

Coinbase’s move isn’t happening in isolation. Crypto firms have been making their presence known in motorsports for a while now.

• Red Bull Racing has a high-profile alliance with Bybit.
• Mercedes-AMG Petronas previously partnered with FTX before its collapse.
• McLaren collaborated with OKX for crypto branding.

This growing intersection between digital assets and motorsports signals a broader trend—Formula One teams are embracing blockchain-based companies as key commercial partners.

The Coinbase-Aston Martin agreement reinforces this trend but with a unique twist: a full transaction in stablecoin. That alone sets a precedent.

Why USDC? Stability Meets Innovation

Jefferson Slack, Managing Director of Commercial at Aston Martin Aramco Formula One Team, highlighted why the payment method is a significant aspect of the partnership.

“This partnership shows the trust and confidence we place in Coinbase’s expertise as a leader in digital finance. By transacting this deal fully in USDC, we’re signaling our commitment to innovation, building a sustainable, forward-thinking relationship with Coinbase,” he said.

USDC, issued by Circle, is a stablecoin pegged to the U.S. dollar, designed to offer price stability—unlike more volatile cryptocurrencies like Bitcoin or Ethereum.

Aston Martin’s willingness to accept an entire sponsorship in USDC demonstrates a shift in how elite sports teams view crypto. Instead of speculative tokens, they are opting for stable, regulated digital assets.

More Than Just a Sponsorship: Onchain Fan Engagement

Beyond branding and financial transactions, Aston Martin plans to explore blockchain-based fan engagement initiatives.

The specifics are still under wraps, but potential ideas could include:

• Exclusive digital collectibles linked to Aston Martin’s racing history.
• Blockchain-based voting where fans can influence minor team decisions.
• Token-gated experiences granting access to behind-the-scenes content.

Formula One teams have been experimenting with crypto-powered fan experiences for some time, and Aston Martin’s partnership with Coinbase could accelerate those efforts.

Coinbase’s Global Strategy: Expanding in F1, Re-Entering India

Coinbase’s move into Formula One sponsorship comes as part of its broader global expansion efforts.

One key market on its radar is India. The exchange had previously halted its operations there due to regulatory uncertainty but is now seeking a strategic re-entry. With India expected to shape its crypto regulations more clearly in the coming months, Coinbase could be positioning itself ahead of policy shifts.

By securing a high-visibility deal with Aston Martin, Coinbase is making sure its name stays in front of global audiences—especially in countries where Formula One enjoys massive viewership.