The Aston Martin Formula One team have agreed an expanded partnership with Maaden and struck a deal with Coinbase ahead of the 2025 season.
Contracts:
- Saudi state-owned mining and metals company Maaden becomes the team’s first principal partner
- Partnership will focus on brand visibility through trackside content and digital campaigns
- The deal will also include university and internship programmes, employee engagement and recruitment, and regional promotion celebrating Saudi Arabia
- Coinbase becomes the team’s official crypto partner paid entirely in digital currency USDC
- The collaboration will see Aston Martin explore crypyo-based fan engagement opportunities
Context:
Aston Martin’s partnership expansion with Maaden builds on the original deal signed last October, which saw the company seek to become ‘an employer of choice’ in Saudi Arabia and drive brand awareness on a global scale. This new positioning as the team’s first-ever principal partner will place a particular focus on the latter.
It now means Aston Martin’s title and principal partners are owned by Saudi Arabia’s Public Investment Fund (PIF), with Aramco holding naming rights, which further deepens the team’s links to the country.
The partnership with Coinbase will be paid entirely in USDC, which is described as a ‘stable digital currency designed to be financially equivalent to the US dollar’. This marks the first time any Formula One team has publicly announced the full payment of a partnership with a stablecoin like USDC.
Comment:
“Both Aston Martin Aramco and Maaden share a desire to prosper together and be world-renowned champions of the future,” said Jefferson Slack, managing director of commercial for Aston Martin.
“This is reflected in our elevated partnership as the team’s first principal partner, marking a huge milestone for our team and testament to the hard work and dedication that is driving our growth.
“This new chapter will strengthen our relationship and sets the stage for a longer-term collaboration that will help Aston Martin Aramco achieve its trackside ambitions while supporting Maaden’s own ambitious goals.”
On Coinbase, Slack said: “This partnership shows the trust and confidence we place in Coinbase’s expertise as a leader in digital finance. By transacting this deal fully in USDC, we’re signalling our commitment to innovation, building a sustainable, forward-thinking relationship with Coinbase.”
Coming next:
Maaden will receive a visible branding position on Aston Martin’s engine cover, halo, and on the helmets of Fernando Alonso and Lance Stroll. Coinbase branding will feature on the car’s halo and rear-wing end plate, as well as on the driver racesuits.
Go deeper:
- How Aston Martin are laying the foundations for F1 success
- Aston Martin F1 team valued at ‘more than UK£1.5bn’ in latest private equity investment
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