Cryptocurrency exchange Bitget has sponsored Flávio Sampaio, a driver in the upcoming Porsche Cup Brasil 2025.
Sampaio’s car will feature Bitget branding, wrapped in the exchange’s signature black-and-cyan livery. This will make its track debut next month when the season kicks off.
With this deal, Bitget becomes the first crypto exchange to participate in the competition. Gracy Chen, CEO of Bitget, highlighted the similarities between the firm and the Cup, emphasising their shared values.
“This partnership isn’t just about speed on the track – it’s about accelerating innovation in the crypto space. We find that Flavio’s sportsmanship also dwells on the same principles that drive Bitget: strategy, adaptability, and high-performance execution,” he said.
“Aligning with a motorsport professional for a series known for its precision and competitiveness allows us to engage with an audience that values both technological advancement and calculated risk-taking.”
Beneath these interesting comments, there is a larger strategy at play. Cryptocurrency adoption in Brazil has surged recently, with over 40 million users, making the region a key market for Bitget. By sponsoring Sampaio in Latin America’s largest Grand Touring category, the exchange aims to strengthen its local presence.
Commenting on the partnership, Sampaio said: “I am very excited about this partnership with Bitget and hope to help spark interest among motorsport fans in the world of cryptocurrencies. The profile of sports fans often has similarities with that of crypto investors. I believe we can create an interesting connection between these two worlds.”
As noted by Sanpaio, sports fans are often seen as potential adopters of crypto and therefore customers for exchanges. Bitget has used this strategy numerous times, with a past sports sponsorship portfolio including Argentina’s footballing icon Lionel Messi and Juventus’ women’s team.
Stephanie Wilks-Wiffen, Director of Marketing, UK and DACH at eToro, told Insider Sport last year that it simply “makes sense” for exchanges to use sports sponsorship to connect with a broad audience.
She also emphasised the importance of ‘bringing sponsorship to life’ through creative activations and shareable moments.
This is something Bitget aims to do with this partnership. The exchange is offering its VIP visitors exclusive experiences such as the chance to meet drivers, tour the pit lane, and participate in Porsche Experience Rides.
