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Reports have disclosed that athletes and their teams are growing more cautious about crypto endorsement deals.
According to a recent interview with Shelly Socol, a marketing executive at BTCC Exchange, sports stars now demand deeper checks on a crypto firm’s history, compliance record, and staying power before signing.
Past scandals such as the FTX collapse have left a mark. Deals that once moved fast are taking longer to clear.
Athletes Demand Stronger Vetting
Based on reports, a recent CoinGecko analysis shows a 38% drop in crypto sports sponsorships from 2021 Peaks, and that fall has changed how offers are handled.
Players are often consulting legal and financial advisers before they sign. Some are even choosing Bitcoin pay. For example, posts on X have highlighted USC recruit Matai Tagoa’i’s NIL deal paid entirely in Bitcoin, and lists like Bitbo.io’s roundup show several pro athletes leaning toward crypto as a hedge.
Market Data And Sponsorship Models
From industry outlets, sponsorships are becoming more layered. A 2023 report — updated with 2025 insights — found that crypto firms are adding NFTs and fan tools to deals so the contracts do more than put a logo on a jersey.
Euromonitor International research points to brand perception shifts when blockchain elements are added to sports marketing.
Regulatory moves are also in the mix; recent SEC fines and the passage of MiCA in Europe are pushing sponsors to show cleaner compliance paths. When laws tighten, partners want proof of proper behavior.
Total crypto market cap currently at $3.78 trillion. Chart: TradingView
Exchanges Seek Credibility Through Stars
BTCC’s deal with NBA All-Star Jaren Jackson Jr. is a case in point. Reports describe the exchange working to use the partnership to build trust, not just get attention.
The campaign reportedly includes a $500,000 USDT prize pool aimed at user engagement. Such moves are being watched closely.
Endorsements are now as much about reputation signals as they are about audience reach, the WPN report by Andrew Cain disclosed. In some deals, sponsorships are being structured to include education for fans and long-term incentives.
Risk Factors And Industry Forecasts
Analysts have warned that volatility can still hurt athlete income streams. Novatia Consulting’s December 2024 analysis warned that market crashes may reduce the value of crypto-based pay.
At the same time, a Vestinda blog post from December 2024 predicted wider use of tokenized assets for athlete compensation.
Brand Vision’s 2025 overview points out that some crypto-infused deals are beginning to rival classic sneaker contracts, and that stars like LeBron James and Cristiano Ronaldo command big premiums because they pick partners carefully.
The message from experts is simple: choose partners with clear rules and steady records.
Featured image from Unsplash, chart from TradingView
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