KEY TAKEAWAYS
- Emarat and Crypto.com have partnered to integrate cryptocurrency services at Emarat service stations, starting with 10 locations.
- The collaboration includes Project Landmark, which will feature Crypto.com branding at Emarat’s Al Ameen Station.
- This partnership aims to enhance customer experience and align with the UAE’s vision for a sustainable future.
On May 8, 2025, Emirates Petroleum Company PJSC (Emarat) and Crypto.com announced an innovative partnership to integrate cryptocurrency services at Emarat service stations through Crypto.com, pending regulatory approval. Emarat, a leading petroleum company with over 155 service stations across the UAE, aims to enhance its checkout solutions by incorporating crypto and digital asset services.
The initial phase of this partnership will see Crypto.com integrated at 10 Emarat service stations, with plans for a gradual expansion across the entire network. This collaboration marks a significant step in bridging traditional energy retail with emerging financial ecosystems.
Project Landmark and Strategic Branding
As part of the partnership, Emarat and Crypto.com will launch Project Landmark, the first initiative providing naming rights for fuel stations globally. The Crypto.com Emarat Service Station will be unveiled at Emarat’s Al Ameen Station on Al Wasl Road, featuring Crypto.com branding and integration. This initiative underscores the companies’ commitment to future-focused collaborations and elevates brand presence in prime locations.
Mohammed al Hakim, President of Crypto.com UAE, emphasized the importance of enhancing cryptocurrency utility, stating, “The UAE is a cryptocurrency market leader, and we are excited to partner with Emarat, the region’s leading petroleum brand and serving tens of thousands of customers every day, in bringing digital assets into its next era.”
Enhancing Customer Experience and Market Position
Ali Bin Zayed Al Falasi, Chief Retail Officer & Senior Vice President – Marketing at Emarat, highlighted the partnership’s role in innovation and customer experience. He remarked, “At Emarat, we are constantly exploring new frontiers in innovation and customer experience. This partnership with Crypto.com introduces a new era of convenience and possibility for our customers, while strengthening our position as a future-focused brand.”
Customers of Crypto.com and Emarat will benefit from exclusive offers and a mutual promotional program designed to enhance their experience. This collaboration aligns with Emarat’s commitment to sustainability and innovation, reflecting the UAE’s vision for a sustainable future.
For more details, the announcement can be found here.
Why This Matters: Impact, Industry Trends & Expert Insights
Emarat and Crypto.com’s partnership to introduce cryptocurrency services at UAE service stations marks a pivotal development in integrating digital assets into everyday transactions, enhancing customer convenience and expanding financial ecosystems.
Recent industry reports indicate a major trend of increasing cryptocurrency adoption in the UAE, supported by strong regulatory frameworks that foster trust and security in digital asset transactions. This aligns with the partnership’s aim to integrate crypto services at Emarat service stations, reflecting the broader acceptance of digital payments in the region.
A report by Aurpay highlights that cryptocurrencies are increasingly being adopted by retailers for faster, safer, and more cost-effective transactions. This supports the strategic move by Emarat and Crypto.com to enhance customer experience and market position through crypto integration, leveraging the growing trend of digital asset transactions in retail environments.
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