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Ferrari exits Velas quietly as F1's crypto sponsorship class collapses, freeing premium kit space for traditional brands ahead of 2025.
$475M
budget cap for 2025 development
$285M
in 2023
Ferrari confirmed Thursday it has terminated its Formula One sponsorship agreement with Velas, the Zug-based blockchain technology company, effective immediately. The team offered no reason for the split. The partnership, announced in November 2021, placed Velas branding on the SF-75 and SF-23 cars and put the company's logo on Ferrari's digital assets. Financial terms were never disclosed, though comparable blockchain placements in that cycle ran $10M-$20M annually.
The termination arrives as F1's brief crypto honeymoon ends. McLaren dropped Tezos in late 2023. Red Bull Racing's Bybit deal remains but the exchange has scaled back activation. Aston Martin's Crypto.com patches disappeared mid-season last year without formal announcement. Ferrari's move is cleaner—official statement, no litigation signaled—but the pattern holds. The 2021-2022 cohort of blockchain sponsors paid premium rates for exposure during a speculative peak; most have now exited or renegotiated downward.
For Ferrari, the timing is operational. The team is third in the Constructors' Championship and needs every dollar of the estimated $475M budget cap for 2025 development. Velas' departure frees premium sidepod and rear-wing real estate during a renewal window when traditional sponsors—luxury, finance, industrials—are circling. Team principal Frédéric Vasseur has been clear in private that sponsorship strategy will prioritize brands with demonstrated spending power and multi-year commitment. Velas, by contrast, built its F1 presence on token valuations that have since collapsed.
The business model matters. Velas operates a proof-of-stake blockchain and positions itself as a developer platform, not a consumer exchange. It never had the retail marketing budget of Crypto.com or Binance. Its value to Ferrari was largely brand association and access to a nascent audience. That audience has not materialized in numbers that justify eight-figure annual spends. Meanwhile, Ferrari's brand licensing revenue hit $285M in 2023, up 18% year-over-year, suggesting the team can command premium rates from sponsors with tangible products.
What happens next is straightforward. Ferrari's kit inventory now includes sidepod space, rear-wing endplates, and digital rights previously allocated to Velas. The team will approach incumbents first—Santander, Shell, Puma—for expansion, then test the market with luxury and tech prospects. Expect announcements before pre-season testing in Bahrain, which begins February 26. The Swiss announcement timing—mid-January, no farewell activation, no joint statement—suggests the decision was made weeks ago and both parties wanted it closed before the new calendar begins.
Velas has not commented publicly. Its website still features Ferrari imagery as of Thursday evening.
What to watch: Ferrari's sponsor announcement calendar through February. Sidepod branding on the SF-25 launch, expected mid-February. Whether Velas attempts to re-enter motorsport at a lower tier or exits sports marketing entirely. The next blockchain brand to leave F1—three mid-tier deals remain active, all signed in 2021-2022, all up for renewal this year.
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