Bitget’s partnership with MotoGP gave it a presence at a major German Grand Prix racing event.
Crypto firms are once again spending millions on mainstream sports partnerships. On Monday, July 14, crypto exchange Bitget unveiled the latest initiative in its multi-million dollar partnership with MotoGP. Over the weekend, the firm was present at the latest German Grand Prix racing event in Sachsenring.
At the event, Bitget set up an interactive fan zone booth with a MotoGP bike simulator. Bitget also gave out merchandise, promoting its trading platform to tens of thousands of attendees at the racing event. According to Bitget CEO Gracy Chen, the exchange plans to use this partnership to tap into 50 million of MotoGP’s fanbase.
“Our presence at MotoGP Germany is about bringing crypto closer to people who seek the finer adventures of life,” said Gracy Chen, CEO of Bitget. “From on-track adrenaline to on-chain innovation, we’re helping users explore how trading can be as thrilling and rewarding as a world-class race.”
Along with this partnership, Bitget is also launching a Smarter Speed Challenge, a racing minigame tied to rewards on its platform. According to the platform, traders who engage with the minigame will receive exclusive rewards.
Crypto firms increase sports spend to $565m
Bitget is just one of the major crypto exchanges leveraging sports partnerships to reach a mainstream audience. The crypto industry increased its spending by 20% various sports partnerships during the 2024–2025 season. Total spending during that period reached $565 million, with Crypto.com as the biggest spender.
The most popular recipients were the UEFA Champions League and Formula One, totaling $213 million. Still, despite a steady increase in spending over the years, the industry has yet to surpass its record spend during the 2022–2023 season. At that time, just before the collapse of FTX, the industry spent a total of $685 million.
