OKX and McLaren’s High-Stakes Sponsorship Pays Off

Snapshot: When OKX first partnered with McLaren in 2022, both brands were navigating uncertainty. Crypto was in a downturn, and McLaren had been struggling to regain its former dominance in Formula 1. OKX saw the potential to align itself with a team on the rise, betting that if McLaren returned to the podium, the association would elevate its brand.

That gamble is paying off. By the end of 2024, McLaren secured its first constructors’ championship in nearly three decades, and OKX had built a stronger reputation with a more mainstream audience. The sponsorship deal, which includes prime branding placements on the drivers’ race suits, helmets, and cars, delivered over 1 billion impressions in its first year alone.

But the partnership extends beyond logos. OKX has integrated McLaren figures into its marketing efforts, featuring Lando Norris, Oscar Piastri, and CEO Zak Brown in its "My Fabric" campaign. The collaboration also made headlines with the Monaco Senna tribute livery, marking the 30th anniversary of Ayrton Senna’s passing, which became McLaren’s most successful marketing campaign ever, generating 470 million impressions and 180 million video views.

With the partnership set to expire in 2026, OKX’s Global CMO Haider Rafique hopes to extend the deal for another five years. Looking ahead to 2025, the brand is exploring new activations, including a potential Super Bowl ad, signaling its ambitions to expand beyond crypto-native audiences. As Rafique puts it, OKX is determined to break out of the crypto echo chamber and embed itself in mainstream culture.

Key stat: McLaren and OKX’s Monaco Senna campaign became the racing team’s most successful marketing effort ever, generating 470 million impressions, 36 million engagements, and 180 million video views.

Full story: MARKETING BREW