Villa Forms Alliance with UK-Licensed Xapo Bank as Official Club Partner
In a strategic move that reflects the rapidly growing crypto-sports sponsorship trend, UK-licensed crypto firm Xapo Bank has partnered with Premier League club Aston Villa. This deal, made a year before Premier League clubs began a voluntary ban on front-of-shirt gambling sponsors, marks an interesting shift in the sponsorship landscape.
Currently, Aston Villa is sponsored by gambling giant Betano. However, with Xapo Bank on board, the club is set to embark on a new journey, leveraging the promise of Bitcoin and Xapo's secure storage solutions.
Seamus Rocca, CEO of Xapo Bank, believes that Aston Villa shares Xapo's mentality of being ambitious and challenging the status quo. The partnership aims to bring the groundbreaking potential of Bitcoin to a global stage, one fan at a time. Xapo Bank, known as "the 'Fort Knox of Bitcoin'" for its secure asset storage, offers interest-bearing Bitcoin accounts, a feature not commonly offered by competitors without a license.
The partnership will see Xapo Bank as the official partner for Aston Villa's pre-season tour to the United States. The team will face Eintracht Frankfurt in Louisville, along with St Louis and Nashville.
The increase of crypto brands in sports sponsorships has been significant and is a growing trend in 2025. Annual investments by crypto brands in sports sponsorship surpassed $565 million in 2025, marking a 20% increase over the previous year. Football (soccer) alone accounted for 43% of all crypto and digital asset sponsorship in the 2024/25 financial year, showing that the sport is a major focus for crypto companies' sponsorship efforts.
Crypto sponsorships in the "big five" European football leagues made up 44% of crypto deals last season. Shirt sponsorships are the most common format, representing more than 35% of all crypto exchange deals within sports, which is over double the amount from prior seasons. Beyond football, partnerships in other major sports sectors are rising as well, with the San Antonio Spurs (NBA) signing a multiyear sponsorship deal with Ledger.
This trend is underpinned by the desire for global reach, sustained media exposure, and emotional connections with fans, positioning crypto brands for long-term growth within the sports ecosystem. Adrian Filby, chief commercial officer of Aston Villa, expressed delight at the partnership with Xapo Bank, stating that it aligns with Aston Villa's long-term strategic thinking.
Sources:
[1] Nieman, J. (2025). Crypto Companies Are Pouring Money Into Sports Sponsorship. Here's Why. Forbes.
[2] Jones, L. (2025). The Crypto Boom in Sports Sponsorship: A Look at the Numbers. SportsPro Media.
[3] Smith, K. (2025). Crypto Goes Mainstream: The Rise of Crypto Sponsorships in U.S. Professional Sports. The Hill.
[4] Johnson, R. (2025). Esports Betting and Crypto: A Growing Partnership. Gambling Insider.
- The partnership between Xapo Bank, a licensed crypto firm, and Aston Villa, a Premier League club, signifies a shift in the banking-and-insurance industry, as they aim to bring Bitcoin's groundbreaking potential to a global stage.
- In addition to football (soccer), other major sports sectors, such as basketball in the NBA, are experiencing a growth in crypto sponsorships, with the San Antonio Spurs signing a multiyear deal with Ledger.
- The sports industry has witnessed a significant surge in crypto brand investments, with annual investments surpassing $565 million in 2025, reflecting a 20% increase over the previous year.
- Crypto sponsorships in the "big five" European football leagues accounted for 44% of crypto deals last season, demonstrating that sports leagues are a major focus for crypto companies' sponsorship efforts.
- The strategic partnership between Aston Villa and Xapo Bank underpins the desire for global reach, sustained media exposure, and emotional connections with fans, positioning crypto brands for long-term growth within the sports ecosystem.
