Mercedes F1Ā announced the suspension of the Formula 1 sponsorship deal with cryptocurrency exchange FTX following its Chapter 11 bankruptcy filing. The Mercedes suspension could be one of several sports sponsorships to get canceled after FTX signedĀ lucrative sports dealsĀ valued at hundreds of millions of dollars.
āAs a first step, we have suspended our partnership agreement with FTX,ā said Mercedes, according to Autosport. āThis means the company will no longer appear on our race car and other branded assets from this weekend. We will continue to monitor closely the situation as it evolves.ā
Before its collapse, FTX made big bets on sport to raise its profile, especially in the United States. By 2022, FTX held partnerships with leagues and players across multiple sports, including big names such as theĀ NBA Warriors, Miami Heat, theĀ MLB, and the MLB all-star playerĀ Shohei Ohtani. The sponsorships were high-valued, with the naming rights for the Miami Heat stadium valued at $135 million over 19 years. On Friday, Miami Heat and Miami-Dade CountyĀ saidĀ they were terminating the deal. Thus, the collapse of FTX has a major impact on customers and also puts some of its sports industry partners in a precarious position.
The FTX catastrophe has also resulted in added scrutiny and calls for transparency for other crypto companies. This weekend, crypto exchange Crypto.com acknowledged that the exchange erroneously sent roughly $400 million in October to rival exchangeĀ Gate.io, which was later recovered. Despite being far smaller than FTX, Crypto.com has made even larger investments in sports sponsorship, including the 2022Ā FIFAĀ World Cup, making Crypto.com anĀ exclusive cryptocurrency trading platformĀ for this yearās largest sporting event. It also had a naming rights deal for a sports arena, which wasĀ valued at $700 million. And it has a $100 million deal with the organizers of F1, amongst others.
In the case of FTX, the sports sponsorship was cited as a competitor as a warning sign.Ā Jesse Powell, CEO of cryptocurrency exchange Kraken, labeled āhuge ego purchases, like 9-fig sports deals,ā as a red flag in a thread ofĀ tweets. āThe damage here is huge,ā continued Powell. āAn exchange implosion of this magnitude is a gift to bitcoin haters all over the world ⦠Weāre going to be working to undo this for years.ā
These are not the first crypto sponsorships to be canceled. Earlier in 2022, Formula One team McLaren Racing, football teams Sporting Lisbon and Italyās SpeziaĀ terminated their sponsorship agreementsĀ with Turkish crypto company Bitci. Reports highlighted that Sporting Lisbonās decision was due to Bitciās failure to make payments.
































