Aston Martin F1 Seals Historic Crypto Deal with Coinbase, Elevates Ma’aden

Ma’aden Becomes Aston Martin’s First-Ever Principal Partner

Ma’aden, formally known as the Saudi Arabian Mining Company, is one of the fastest-growing mining and metals corporations in the world. Founded in 1997 and headquartered in Riyadh, Ma’aden has played a crucial role in Saudi Arabia’s economic diversification, aligning with Vision 2030, the nation’s plan to reduce reliance on oil by expanding into other industries.

Since initially partnering with Aston Martin F1 in 2024, Ma’aden has seen great value in the collaboration. This latest move strengthens its commitment, making it the Principal Partner, the most significant sponsorship designation within the team. This marks a pivotal milestone in both Ma’aden’s global branding efforts and Aston Martin’s ambitions to establish itself as a dominant force in Formula 1.

As part of the extended partnership, Ma’aden has launched its "Unearth Your Greatness" campaign. The initiative seeks to draw parallels between the precision, strategy, and engineering excellence required in both Formula 1 racing and the mining industry.

Bob Wilt, CEO of Ma’aden, emphasized the strategic importance of this enhanced partnership:

"The ambition and dedication to success that Aston Martin fosters resonate deeply with Ma’aden. As we continue on our path of growth and global expansion, becoming the first-ever Principal Partner is a reflection of the trust and long-term commitment we see in this collaboration. It supports not only our growing global brand but also helps us engage with younger audiences, showcasing the technological transformation happening in the mining industry.”

Ma’aden’s presence on the Aston Martin AMR25 race car and throughout the team's branding highlights the company’s increased visibility in the world of motorsport, aligning with Saudi Arabia’s growing footprint in global sports investments.

Coinbase Enters F1 as First Crypto-Only Sponsor

In a historic first for Formula 1, Aston Martin has also struck a unique partnership with Coinbase, marking the first-ever team sponsorship to be paid entirely in cryptocurrency.

The agreement is structured around USD Coin (USDC), a stablecoin pegged 1:1 to the U.S. dollar, which provides financial stability while allowing the team to integrate cryptocurrency into its financial operations. Coinbase branding will be prominently displayed on Aston Martin’s AMR25 race car, with logos appearing on the halo and rear-wing endplates, as well as on the race suits of drivers Fernando Alonso and Lance Stroll.

Coinbase, a company that has grown to become one of the most recognized brands in the crypto space, sees this sponsorship as a statement of crypto's increasing relevance in mainstream industries.

Gary Sun, Vice President of Marketing at Coinbase, highlighted the significance of the collaboration:

"This partnership with Aston Martin Aramco Formula One Team marks a major milestone for Coinbase, as it is the first time we've invested in a sports sponsorship entirely in cryptocurrency. Formula 1 is a sport that embodies innovation, technology, and the relentless pursuit of performance—all values that align with Coinbase's mission to bring greater economic freedom to the world. We look forward to leveraging this partnership to showcase the potential of digital assets and drive greater awareness around crypto adoption.”

The deal represents a significant moment for cryptocurrency in global sports sponsorships, showing how digital assets are becoming more integrated into mainstream industries, including Formula 1, soccer, and the NBA. It also signals the growing trust in stablecoins like USDC, which are designed to maintain a fixed value, making them a more reliable means of transaction in high-profile partnerships.

Why These Deals Matter for F1 and Sports Sponsorships

Aston Martin’s expanded partnership with Ma’aden and its pioneering deal with Coinbase reflect broader trends in sports sponsorships, financial innovation, and global economic shifts.

The deepening involvement of Saudi businesses in Formula 1 is part of a larger strategy. Saudi Arabia has invested heavily in international sports, from owning Newcastle United to hosting high-profile boxing, golf, and F1 events. Aramco, Saudi Arabia’s state-owned oil giant, is already Aston Martin’s title sponsor, and the elevation of Ma’aden to Principal Partner further cements Saudi influence within the team.

Meanwhile, the integration of cryptocurrency into sports sponsorships is gaining traction. With F1 teams, football clubs, and even the UFC embracing crypto-backed deals, Aston Martin’s agreement with Coinbase—paid entirely in USDC—sets a new precedent. This shift aligns with crypto's growing role in global finance, demonstrating how digital assets can be trusted for high-value transactions on an international scale.

What’s Next for Aston Martin in 2025?

The Aston Martin AMR25, featuring new branding from Ma’aden and Coinbase, is set to be officially unveiled on February 23, 2025. The car will then hit the track for pre-season testing in Sakhir on February 26, before the season-opening race in Australia on March 16.

Aston Martin’s strengthened financial backing, combined with its push for on-track performance improvements, positions the team as a formidable force heading into 2025. With Fernando Alonso still in contention for podium finishes and a growing roster of sponsors fueling the team's ambitions, Aston Martin is striving to climb the F1 grid.

Beyond performance, these partnerships also mark a shift in Formula 1's commercial landscape. As digital assets and Middle Eastern investments continue to reshape global sports, Aston Martin is embracing the future of finance, technology, and sponsorships—all while chasing victory on the track.