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In the first part of the article we analyzed the presence of brands and services linked to cryptocurrencies and NFTs on the current starting grid of Formula 1. Below we will delve deeper into how this sector approaches the main disciplines of American motorsport: Nascar and Indycar.

NASCAR

The United States, as often happens, played the role of the forerunner: already in 2014, for example, the community of Doge Corner on Reddit he managed to raise the sum necessary to sponsor a NASCAR car for a championship race. It must be said that the dynamics of the series allow teams to participate in only one race, a sequence of them or the entire year. It is therefore not surprising if the participants and colors on the grid vary by a significant percentage at each event.

Doge Corner

The Doge Coin-themed car was specifically Josh Wise's Ford Fusion and around 1200 investors donated 65 million Doge, the equivalent of 55 thousand dollars at the time. The car, renamed 98 Moonrocket and marked with the iconic image of the Shiba Inu dog, raced at the Talladega Superspeedway on May 4th as the Aarons 499. Since it is a cryptocurrency born from a meme and followed by a large community, the operation was repeated in on several occasions until last year. First in 2015, in Sonoma, again in support of Josh Wise. Most recently with Stefan Parsons' car number 99 in the cadet series, the Xfinity Series.

Doge Coin N°98 Chevrolet SS
Doge Coin N°98 Chevrolet SS

Baby Doge Coin

Also last year and again in the Xfinity Series, another meme coin found a way to be represented on the track. The Baby Doge Coin in fact, it sponsored Brandon Brown's Chevrolet Camaro number 68 in the Atlanta event. The peculiarity of this cryptocurrency is that it was basically created for charity with the aim of saving dogs in difficulty. Participation in the competition, combined with the unfailing interest from Elon Musk, contributed to increasing attention around the project.

Baby Doge Coin N°68 Chevrolet Camaro
Baby Doge Coin N°68 Chevrolet Camaro

SEED Tokens

The same weekend saw the presence of another virtual currency themed team but in the higher category, the Cup Series. It was Garrett Smithley's number 53, fielded by Rick Ware Racing. The protagonist brand is SEED Tokens, a platform that connects entrepreneurs and investors in the crypto space.

Seed Token N°53 Chevrolet Camaro ZL1
Seed Token N°53 Chevrolet Camaro ZL1

Travel

In the panorama of cryptocurrency-themed sponsorships, however, there are those who have done more. For example, Landon Cassill reached a deal with the exchange last year Travel which included the presence of the brand on his Chevrolet Camaro for 19 races of the Xfinity Series season. In addition to this, the pilot's entire compensation was paid in Litecoin and Bitcoin, forming a portfolio of digital assets. Cassill is one of the most aligned figures on the topic of new currencies within the NASCAR panorama and has maintained links with key figures in the sector for years.

Its partnership with Voyager sees considerable expansion in the current season. Cassill has in fact signed for a full-time participation in the Xfinity Series and a "promotion" for a program of some races in the top series with the Spire team.

Voyager N°4 Chevrolet Camaro
Voyager N°4 Chevrolet Camaro
Voyager N°10 Chevrolet Camaro

Storm

Cassill himself continues and expands his involvement in the digital world through collaboration with Storm. There are 5 races in the 2022 Xfinity Series season in which the driver from Iowa brings the bright colors of this brand to the track. Storm X is a leading cryptocurrency cashback app that also has a Chrome extension. The agreement with Kaulig Racing also includes Cassill's participation in exclusive promotional events.

Storm XN°10 Chevrolet Camaro

Socios.com

Starting in 2021, the Roush Fenway Racing team (now RFK) has created a collaboration with the most popular company in the fan token sector, Socios.com . The team has in fact identified the release of the $ROUSH Fan Token as an excellent way to recover part of the revenue lost due to the pandemic. Built on the Chiliz blockchain, they allow buyers to interact with the team through voting, chat, games, VIP access, prizes and numerous other benefits. The commercial relationship, underlined by specific liveries adopted during some races, also continues in the current season.

Socios.com N°6 Ford Mustang
Socios.com N°6 Ford Mustang

Lilly

Lilly Finance is a company that uses its own cryptocurrency to support projects related to medical research and startups. In 2022 it joined the Alpha Prime Racing team by sponsoring Caesar Bacarella's car in some races of the Xfinity Series season. The relationship with the American driver also continues in the Lamborghini Super Trofeo.

Lilly Finance #45 Chevrolet Camaro

Cash App

In a transversal manner, Bitcoin has found space in NASCAR through a dual strategy. Placing his logo on Bubba Wallace's car and suit as part of a larger initiative involving Cash App, an application developed by Twitter founder Jack Dorsey. In Esport, completely decorating the livery of one of the cars involved in the virtual racing championship.

Cash App N°43 Chevrolet Camaro ZL1
Cash App N°43 Chevrolet Camaro ZL1

Hex.Com

When JJ Yeley expressed his desire to take part in the early season classic, the Daytona 2022, at the beginning of 500, perhaps he did not imagine becoming the protagonist of one of the financial operations symbolizing the rise of cryptocurrencies. One of the investors of HEX.COM, a platform for deposits and investments in this type of coin, has in fact seized the opportunity and generated record fundraising through a tweet. The message read more or less:

HEX.COM #55 Ford Mustang
HEX.COM #55 Ford Mustang

“they asked me if I know a company that can sponsor a team in Nascar: I don't know a company but I know a community”

In just 5 days the amount reached 640 thousand dollars, enough to ensure MBM Motorsport the possibility of taking part in the race. Unfortunately the driver failed to get onto the grid having been overtaken at the last corner of the qualifying race by Kaz Grala. Almost as if it were the plot of a film, the latter's car also includes a reality in the sector among its sponsors.

Omni

We are talking about Omni, a blockchain-based social platform that is among the supporters of The Money Team Racing (TMTR), the team of boxing champion Floyd Mayweather.

In the first release the app could count on over half a million downloads and participation in the Great American Race contributed significantly to increasing its popularity. The intent of Omni's Chief Marketing Officer, Brent Johnson, is to create an ever closer bond with Mayweather and his activities. The logo also stands out on car number 50 NFT moment, a social network that allows users and creators to exchange and share special content. The CEO of this company, Julian Rodriguez, defined the partnership with Mayweather's team as NASCAR's landing in the Metaverse.

TMTR N°50 Chevrolet Camaro ZL1
TMTR N°50 Chevrolet Camaro ZL1

Kitty Kat Coin

Emerling Gase Motorsport also decided to exploit the echo of the first race of the year, fielding 2 cars with the insignia of Kitty Kat Coin. The sports-themed cryptocurrency is present on major exchange platforms and has created a specific ecosystem to support motorsport adventure. Drivers Shane Lee and Joey Gase then contested the race with their No. 53 and 35 cars in the brand's yellow and black colors but reversed. To be more faithful to the "feline" theme, the black-based 35 was renamed Team Panther, while the yellow 53 Team Leopard.

Kitty Kat Coin #35 Toyota Supra & #53 Ford Mustang
Kitty Kat Coin #35 Toyota Supra & #53 Ford Mustang

Dignity Gold

Among the figures we see on the track during the year, precisely in 8 races, there is the former Formula 1 player Tarso Marques. The Brazilian driver will make his debut on July 3 in the Cup Series with the Ford number 79 of Team Stange. Supporting the adventure is the blockchain developer company Dignity Gold creator of the DIGau token and specialized in investments in the mining sector. 79 is not accidental as it is the atomic number of gold.

Dignity Gold N°79 Ford Mustang
Dignity Gold N°79 Ford Mustang

Cure Tokens

However, there are also more sensitive and community implications. The campaign carried out by the Kauling Racing team together with Cure Tokens represents a valid example. In fact, it involves participation in the race at the Kansas Speedway on September 11th as the final act of a fundraising initiative through the purchase of dedicated NFTs.

The goal of Cure Token is to bring attention to the topic of childhood cancer by helping to support research and help for families. Noah Gragson's Chevrolet Camaro ZL1 number 16 will therefore wear the orange livery of the brand founded by Jacob Beckley.

Cure Token N°16 Chevrolet Camaro ZL1
Cure Token N°16 Chevrolet Camaro ZL1

The sports marketing giant Fanatics has decided to enter the NFT sector: for the current year it has created a collaboration with the main teams of the championship (the Race Team Alliance, made up of 12 teams) through the Candy Digital brand. This combination foresees the creation of special thematic NFTs on 23 cars and their drivers, made available in the week preceding the Daytona 500: the price started at 50 dollars each. The incredible number of over 83 million customers undoubtedly represents a new opportunity for the Stars and Stripes series.

At the same time too Wax has decided to release a series of NFTs dedicated to NASCAR and reserved for ticket holders. The 500 available digital assets were "contested" between approximately 25000 customers who received emails directly from the series organization.

Indycar

The Bitcoin brand, perhaps the best known to the general public when it comes to cryptocurrencies, was the protagonist in 2021 in one of the most important events in US motorsport. The #21 Ed Carpenter Racing Dallara Chevrolet competed in the Indianapolis 500 with a livery entirely filled with coin logos. Rinus Veekay completed the race with an excellent eighth place – with 32 laps in the lead – giving even more visibility to the operation. Former driver and team owner Ed Carpenter has long been a proud supporter of cryptocurrencies and has praised the initiative and the world of blockchain.

Ed Carpenter Racing #21 Bitcoin Chevrolet
Ed Carpenter Racing #21 Bitcoin Chevrolet

It is no coincidence that this year his team will carry the banners of 2 digital currency brands for the entire season. The marketing program provides that the financial holding Bitnile you support Team ECR through the brand Earnity. The latter involves an interesting combination of social media and decentralized finance whose aim is to simplify the world of digital assets for the general public. These are platforms with growing popularity that could soon play a role in the lives of a large number of users. Earnity CEO Dan Schatt's ambitious goal is to reach an audience of at least 900 million people. It should be noted that the driver Conor Daly will be the protagonist of an incentive program through the awarding of bitcoin prizes upon reaching certain objectives.

Ed Carpenter Racing No. 20 BitNile Holdings, Inc. Chevrolet
Ed Carpenter Racing No. 20 BitNile Holdings, Inc. Chevrolet

Haven't you seen the first part of the article dedicated to Crypto and NFT sponsorships in Formula 1? Then find the link!

If you are interested in learning more about the topic in view of possible collaborations, go to ours section!

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