Formula One and the world of digital innovation continue to converge, as OKX, one of the leading global cryptocurrency exchanges, deepens its commitment to the sport through an expanded partnership with McLaren Racing. This strategic extension marks a significant milestone in the growing synergy between high-performance motorsport and cutting-edge Web3 technology.
Strengthening a High-Speed Partnership
In a move that underscores the increasing influence of crypto in elite sports, OKX has officially extended its multi-year sponsorship agreement with the British Formula One team. Originally announced in May 2023, the initial collaboration positioned OKX as a Primary Partner of McLaren Racing. The renewed deal amplifies that role, integrating the brand more prominently across race events and team assets.
Under the updated terms, the OKX logo will be displayed on the sidepods of the MCL60 car during seven key Grand Prix weekends — starting with the Australian Grand Prix. Additionally, drivers Lando Norris and Oscar Piastri will feature the OKX branding on their race suits for the remainder of the 2025 season.
This enhanced visibility reflects both parties’ shared vision: to innovate at speed, engage global audiences, and pioneer new frontiers in fan interaction through technology.
“We are delighted to be growing our Primary Partnership with OKX, a long-established leader in the cryptocurrency sector,” said Zak Brown, CEO of McLaren Racing. “When partnering with brands in dynamic, fast-evolving industries like crypto, it's important to be aligned with companies who work to the highest standards and carry a responsibility to educate people on new technologies — and our partnership with OKX has led by example.”
👉 Discover how blockchain is accelerating fan engagement in top-tier motorsports.
Driving Innovation: Beyond Branding
The collaboration goes far beyond mere logo placement. OKX and McLaren Racing are jointly focused on elevating the fan experience through digital innovation. Leveraging blockchain, NFTs, and Web3 platforms, the partnership aims to bring McLaren’s passionate "papaya army" closer to the action — offering exclusive content, behind-the-scenes access, and interactive experiences.
One standout initiative was the #FutureMode campaign launched in 2022, during which OKX oversaw a full livery transformation of the MCL36 for races in Singapore and Japan. The bold design not only celebrated McLaren’s return to the Asia-Pacific racing scene but also aligned with OKX’s strategic expansion in the region — a hub of crypto adoption and tech-savvy consumers.
This fusion of motorsport adrenaline and digital innovation is creating new pathways for fan engagement, especially among younger, tech-native audiences who value ownership, interactivity, and real-time connection.
Formula One’s Growing Ties to Finance and Crypto
McLaren’s partnership with OKX is part of a broader trend: the deepening relationship between Formula One and the financial technology sector. The sport has long attracted sponsors from banking, trading, and fintech, drawn by its global reach, affluent audience, and culture of precision and performance.
Just last year, Goldman Sachs became an official partner of McLaren Racing in a multi-year deal aimed at supporting the team’s sustainability goals. Meanwhile, online brokerage FxPro extended its collaboration with the team in late 2021, highlighting the enduring appeal of F1 among financial brands.
Even talent is flowing between these worlds. In October 2024, Dylan Holman, formerly Head of Global Sponsorships at eToro, joined McLaren as Head of Primary Partnerships — bringing over six years of experience in fintech marketing and brand strategy.
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A Competitive Field: Crypto Brands Race for Visibility
OKX isn’t alone in recognizing F1’s marketing potential. Just days before the announcement, Williams Racing revealed a new sponsorship deal with Kraken, another major crypto exchange. The Kraken logo will appear on the halo and rear wing of the FW45 car for the rest of the season — signaling intensified competition among crypto platforms to gain visibility on one of sports’ biggest global stages.
This trend echoes earlier moves by FX and CFD brokers, with X-Trade Brokers (now XTB) pioneering financial sponsorships in F1 by partnering with Vodafone Mercedes back in 2010. Today, as crypto matures and regulatory frameworks evolve, exchanges are following a similar playbook — using F1 to build trust, enhance brand credibility, and reach millions of engaged viewers across 180+ countries.
Core Keywords Driving Engagement
This evolving partnership taps into several high-intent themes that resonate with both sports fans and tech enthusiasts:
- Cryptocurrency sponsorship in sports
- OKX McLaren partnership
- Formula One and blockchain technology
- Web3 fan engagement
- Crypto exchange branding
- Digital innovation in motorsport
- F1 sponsorships 2025
These keywords reflect growing search interest around how digital assets are reshaping fan experiences, brand strategies, and revenue models in elite sports.
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Frequently Asked Questions (FAQ)
Q: What does OKX’s expanded sponsorship with McLaren include?
A: The extended deal features the OKX logo on the sidepods of the MCL60 car for seven races, including the Australian Grand Prix, as well as on the race suits of drivers Lando Norris and Oscar Piastri for the remainder of the season.
Q: How is OKX using F1 to engage fans?
A: Through initiatives like the #FutureMode campaign and Web3 integrations, OKX is creating immersive digital experiences — including NFTs and exclusive content — to connect fans more deeply with McLaren Racing.
Q: Why are crypto companies sponsoring Formula One teams?
A: F1 offers global visibility, tech-savvy audiences, and a platform to build brand trust. For crypto exchanges like OKX and Kraken, it’s a strategic way to enter mainstream markets and demonstrate legitimacy.
Q: Has McLaren worked with other financial brands?
A: Yes. McLaren has partnerships with Goldman Sachs and previously extended collaborations with FxPro. The team also hired Dylan Holman from eToro, highlighting its strong ties to the fintech sector.
Q: Is OKX the only crypto sponsor in F1?
A: No. Kraken has recently partnered with Williams Racing, joining other crypto brands that have entered F1 through sponsorships as the industry seeks broader recognition.
Q: How does blockchain improve fan experiences in motorsport?
A: Blockchain enables verifiable digital collectibles (NFTs), token-gated content, and decentralized fan communities — allowing supporters to own unique pieces of racing history and interact directly with teams.
The fusion of speed, technology, and innovation defines both Formula One and the cryptocurrency revolution. As OKX accelerates its presence alongside McLaren Racing, it’s not just about branding — it’s about building a future where fans don’t just watch the race, but participate in it.