Top 10 Crypto Partnerships No One Saw Coming

Partnerships between crypto projects and brands across fashion, entertainment, sports, and retail are bringing the Web3 space closer to mainstream audiences. 

We’ve rounded up ten of the most unexpected collaborations.

BitPay and Microsoft (2014)

In December 2014, Microsoft began accepting Bitcoin payments to fund Xbox and Windows Store accounts. Users could spend up to $1,000 per day—a notable move toward recognizing crypto as a payment method. BitPay, which had raised about $30 million in venture funding at the time, processed the transactions. 

The partnership marked an early step by a tech giant into the crypto space, opening the door for digital assets in consumer services. Ultimately, Microsoft became the first to engage directly with the crypto audience. While the company now focuses on AI, this integration remains a key milestone in crypto history.

Significance: Microsoft showed a willingness to integrate BTC into its platforms, helping drive broader acceptance of cryptocurrency.

Coinbase and Overstock (2014)

In January 2014, retailer Overstock began accepting Bitcoin, surprising many at a time when cryptocurrencies were not widely seen as a payment method. Through an integration with Coinbase, customers were able to pay with crypto, while the company allocated part of its revenue to digital assets. 

Notably, sales reached $130,000 on the first day and over $1 million within a month. CEO Patrick Byrne noted that daily crypto sales ranged from $20,000 to $30,000. Despite the risks, the bet on a new market proved successful.

Significance: The partnership demonstrated that cryptocurrency could function as a viable payment method in e-commerce, encouraging other companies to follow suit.

You might also like: Can You Really Live Off Crypto?

Stellar and Stripe (2014)

In 2014, payment platform Stripe invested $3 million in the launch of Stellar, receiving 2 billion XLM tokens in return. The investment supported the development of a decentralized payment network focused on cross-border transfers. 

Thus, Stripe, known for its fintech infrastructure, signaled a clear interest in blockchain technology. The company also provided technical support, helping to build trust in the project and expand its reach in emerging markets.

Significance: Stripe’s investment in Stellar marked an important step in connecting traditional fintech with decentralized services, accelerating the growth of global crypto payment solutions.

Xapo and Taringa! (2015)

In 2015, Bitcoin storage platform Xapo and Argentine social network Taringa! launched a program that allowed users to earn cryptocurrency for creating content. The initiative distributed $76,000 in BTC over the course of a year.

This partnership marked the first instance of content monetization through cryptocurrency in Latin America. With millions of active users, Taringa! gave the project wide exposure, sparked interest in crypto, brought thousands of new users to Xapo, and introduced a new model for monetizing engagement on social platforms.

Significance: The collaboration between Xapo and Taringa! demonstrated the potential of cryptocurrency to incentivize user engagement and introduce new monetization models in social media.

Polygon and Disney (2022)

In 2022, Polygon was selected to participate in Disney’s accelerator program focused on AR, NFTs, and AI. The project received access to investment, mentorship, and Disney’s resources, reinforcing Polygon’s position as a leading platform for Web3 development. According to reports, the Disney program attracted interest from hundreds of investors and new partners.

Significance: Polygon’s involvement in the Disney Accelerator underscored the interest of major media companies in blockchain technology and its potential in the entertainment industry.

Related: Disney Metaverse: Mickey Mouse goes to blockchain

Dior and the B33 NFT Sneakers (2023)

In July 2023, Dior released a limited edition of 470 pairs of B33 sneakers, priced at $1,350 each. Each pair included a unique NFT that verified authenticity and provided access to a digital version of the shoes. 

This marked the first time a luxury brand integrated an NFT into a physical product, offering a distinct digital experience. Users could view the NFT through a dedicated app connected to the Ethereum blockchain. The launch drew interest from both collectors and tech enthusiasts.

Significance: Dior showcased how luxury brands can use blockchain to enhance exclusivity and engage with customers in the digital space.

More on luxury Web3 integrations: NFT Fashion & Digital Wearables—The Future of Luxury Style

WhiteBIT and the Ukrainian National Football Team (2023)

In 2023, crypto exchange WhiteBIT became the official partner of the Ukrainian national football team through 2026. The company also collaborates with FC Barcelona and Trabzonspor. WhiteBIT launched fan campaigns, issued tokens, and organized giveaways, integrating cryptocurrency into sports culture. Furthermore, the exchange also introduced educational initiatives for fans and established a strong presence in stadiums and media.

Significance: WhiteBIT’s partnerships with football clubs and national teams demonstrate how crypto brands can build trust and expand their reach through sports.

More on the topic: The New Crypto Sports Economy: Sponsorships, Fan Tokens and NFTs 

Gucci and The Sandbox (2023)

In 2023, Gucci launched a virtual space called Gucci Vault Land in The Sandbox metaverse. Visitors could explore digital environments, participate in quests, and earn exclusive NFT rewards. Some tokens provided discounts on physical products or access to special events. Additionally, Gucci released limited-edition virtual outfits for use within the metaverse, enabling the brand to connect with a new generation of users on digital platforms.

Significance: Gucci showed how brands can use metaverse platforms to create distinctive experiences and engage with customers in the digital space.

Louis Vuitton and Via Treasure Trunk (2023)

In June 2023, Louis Vuitton launched the Treasure Trunk NFT collection, priced at $39,000 per token. The physical trunk was valued at $40,000. Token holders received the original trunk along with access to exclusive digital products, including limited-edition virtual fashion for avatars and entry to metaverse events. The NFTs were minted as soulbound tokens, meaning they could not be transferred or sold, enhancing their exclusivity. The launch featured an application-based auction, generating high demand and anticipation.

Significance: Louis Vuitton integrated NFTs into its strategy, offering a unique customer experience and reinforcing its position as a technologically advanced brand.

Killer Whales: HELLO Labs and CoinMarketCap (2025)

In 2025, the second season of Killer Whales, a show created by HELLO Labs and CoinMarketCap is set to premiere. Participants present their Web3 startups to investors and celebrities, competing for a $1.5 million prize pool. The show is available on Amazon Prime and Apple TV, connecting the crypto industry with mainstream media. 

Partners include Bitget, Galaxis, and Casper Network. The first season received over 600 million views across streaming platforms, reflecting strong audience interest in the format.

Significance: Killer Whales illustrates how Web3 projects can reach broader audiences through popular entertainment formats, supporting wider adoption of crypto technologies.

When crypto brands collaborate with fashion houses, sports teams, or media platforms, it’s more than a marketing move—it’s a step toward mainstream recognition of Web3. These partnerships break down barriers and bring crypto technologies into everyday life. 

And with institutional adoption of cryptocurrencies on the rise in 2025, it appears this is just the beginning.