Nexo, a digital asset platform managing over $7 billion in assets, announced a multi-year partnership with the Audi F1 Team, becoming the team’s first digital asset partner. The deal positions Nexo’s branding across one of motorsport’s most prestigious platforms as Audi prepares for its full factory team debut in 2026.
The partnership launches during the 2025 Formula 1 season, with Nexo’s branding appearing on driver race suits, helmets, and the F1 car itself. The Audi F1 Team currently competes as Stake F1 Team Kick Sauber before transitioning to a full Audi factory operation next year.
Strategic Entry Into Elite Motorsport
Nexo co-founder Antoni Trenchev called the partnership “a milestone moment” for the company. The platform serves 7 million users across more than 200 jurisdictions, offering services including crypto-backed loans, interest-earning accounts, and trading capabilities.
“Formula 1 represents the pinnacle of innovation, precision, and performance—values that align perfectly with our mission,” Trenchev stated in the company’s announcement. The partnership aims to introduce digital assets to Formula 1’s global audience while demonstrating crypto’s application in high-performance industries.
Mattia Binotto, Chief Operating and Chief Technical Officer of the Audi F1 Project, emphasized the partnership’s forward-looking nature. “This collaboration is about more than just branding. It is about aligning with a partner that shares our commitment to progress and performance,” Binotto said.
The Audi F1 Team acquired the Sauber operation, a team with Formula 1 history dating back decades. Audi’s entry marks a significant investment by the Volkswagen Group into the sport, joining Mercedes, Ferrari, Honda, and Renault as major manufacturers competing at the highest level of motorsport.
Nexo’s Market Position and Regulatory Standing
Nexo operates under multiple regulatory frameworks across different jurisdictions. The platform holds licenses in several European countries and maintains what it describes as institutional-grade security protocols. The company offers up to 16% annual percentage yield on certain digital assets, though rates vary based on asset type and market conditions.
The platform reported processing over $130 billion in transactions since its 2018 launch. Nexo supports over 40 digital assets and fiat currencies, providing services that bridge traditional finance and cryptocurrency markets.
In recent years, Nexo faced regulatory scrutiny in several markets. The company reached a $45 million settlement with U.S. state regulators in 2023 and agreed to cease offering its Earn Interest Product to new U.S. customers.
(Ed. note: Nexo maintained it settled without admitting wrongdoing while discontinuing U.S. retail operations.)
The platform continues operating in international markets with appropriate licensing.
Formula 1’s Growing Crypto Connections
The Nexo-Audi partnership follows a pattern of cryptocurrency companies entering Formula 1. Crypto.com signed a $100 million deal with Formula 1 itself in 2021, securing naming rights to the Miami Grand Prix.
Other teams have partnered with various blockchain and digital asset companies, though several deals ended as crypto market conditions shifted in 2022 and 2023.
Tezos previously sponsored Red Bull Racing. Fantom Foundation partnered with multiple teams. These partnerships varied in duration and visibility as the crypto market experienced significant volatility.
The Audi partnership differs in timing. Nexo enters as Audi builds toward its 2026 factory team launch, providing a longer runway for brand development compared to partnerships signed during the 2021 crypto boom.
Brand Visibility and Fan Engagement Plans
Formula 1 attracts approximately 1.5 billion television viewers globally across 24 race weekends. The sport’s audience skews younger and more digitally engaged compared to traditional motorsports, with significant growth in markets like the United States following the Netflix series “Drive to Survive.”
Nexo gains visibility through multiple channels under the partnership. The company’s branding appears on driver Nico Hulkenberg and rookie Gabriel Bortoleto’s equipment throughout the 2025 season. Both drivers will participate in Nexo promotional activities and content creation.
The partnership includes digital content initiatives aimed at educating Formula 1 fans about digital assets. Nexo plans to produce behind-the-scenes content featuring team members and demonstrate parallels between F1 technology and blockchain innovation.
“We are excited to welcome Nexo as our official digital assets partner,” said Alessandro Alunni Bravi, Team Representative of Stake F1 Team Kick Sauber. The team competes with a Ferrari power unit in 2025 before transitioning to Audi-developed engines in 2026.
Audi’s Formula 1 Investment
Audi committed substantial resources to its Formula 1 program. The manufacturer develops its own power unit at a facility in Neuburg, Germany, while the chassis operation continues at Sauber’s Hinwil, Switzerland headquarters.
The Volkswagen Group’s decision to enter Formula 1 came after years of consideration. Audi and sister brand Porsche both evaluated F1 entry before Formula 1 introduced new technical regulations for 2026. Porsche’s planned partnership with Red Bull Racing collapsed, leaving Audi as the sole Volkswagen Group representative.
Audi’s entry reflects Formula 1’s appeal to major manufacturers. The sport’s shift toward hybrid technology and upcoming synthetic fuel regulations aligns with automotive industry trends. The 2026 regulations increase electrical power output while maintaining internal combustion engines, creating a platform for manufacturers to showcase efficiency technology.
Looking Ahead to 2026
The partnership’s multi-year structure extends into Audi’s factory team era. This timeline allows Nexo to build brand association as Audi develops its competitive package. The 2026 regulations represent a significant technical reset, potentially shuffling the competitive order.
Audi hired experienced personnel including Binotto, formerly of Ferrari and Sauber. The team signed Hulkenberg, a veteran with nearly 200 Grand Prix starts, and Bortoleto, the 2024 Formula 2 champion. This driver lineup balances experience with young talent, a common approach for manufacturers entering or re-entering Formula 1.
The success of the Nexo partnership will depend partly on Audi’s on-track performance. Formula 1 sponsorship value correlates with screen time and competitive results. Teams regularly fighting for podiums and championships generate more media exposure than backmarkers.
Nexo’s entry into Formula 1 through Audi represents calculated positioning within elite motorsport. The partnership provides a platform for crypto industry visibility while Audi builds toward its 2026 ambitions. How both parties leverage this relationship over the coming years will demonstrate whether crypto and motorsport can create sustained value beyond initial announcements.
