Cash App signs multiyear sponsorship with NASCAR driver Bubba Wallace
Square's Cash App partners with NASCAR driver Bubba Wallace, featuring Bitcoin-themed paint scheme on his race car.
On July 14, 2020, Cash App signs multiyear sponsorship with NASCAR driver Bubba Wallace. Square's Cash App partners with NASCAR driver Bubba Wallace, featuring Bitcoin-themed paint scheme on his race car.
The orange and white Bitcoin logo prominently displayed on Wallace's car would be visible to millions of viewers during televised races, generating awareness and curiosity about Bitcoin among people who might never have seriously considered cryptocurrency. Wallace, one of the few Black drivers in NASCAR's top series, brought his own profile to the partnership, and the sponsorship aligned with Cash App's broader marketing strategy of making financial services accessible to underserved communities.
For Cash App, which had integrated Bitcoin buying and selling into its platform, the NASCAR sponsorship was part of a broader push to mainstream cryptocurrency and associate it with everyday American culture rather than niche technology circles. The partnership demonstrated Square CEO Jack Dorsey's commitment to promoting Bitcoin adoption beyond just providing infrastructure—he was willing to invest significant marketing dollars to introduce Bitcoin to audiences that traditional cryptocurrency marketing might never reach. The Bitcoin car would race throughout 2020, generating social media buzz and news coverage each time it competed, effectively serving as a rolling advertisement for cryptocurrency that reached audiences through sports rather than finance or technology media.