Crypto.com exchange and Emarat Energy Company have announced a strategic partnership that introduces cryptocurrency payments at fuel stations across the UAE. The initiative begins with a pilot rollout at ten Emarat locations, with potential expansion based on regulatory approvals and consumer demand.
A Digital Shift at the Fuel Pump
The pilot is a significant step toward integrating digital assets into everyday commerce, particularly in a traditionally cash and card-dominated sector like fuel retail. The focus is on enabling seamless crypto transactions at point-of-sale terminals—a major technical and regulatory challenge the companies hope to overcome gradually.
Emarat operates over 155 service stations across the UAE, and this initiative reflects its growing focus on digital transformation. Collaborating with Crypto.com allows Emarat to align with emerging trends in digital finance and contactless payment technology, enhancing service quality and customer engagement.
“Further enabling the utility of cryptocurrency is central to our vision at Crypto.com,” said Mohammed al Hakim, President of Crypto.com UAE. “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.”
Flagship Launch at Al Wasl Road
A major highlight is the launch of the Crypto.com Emarat Service Station at Al Ameen, located on Al Wasl Road, a high-traffic area in Dubai. This station will serve as a testbed for crypto transactions and features Crypto.com branding as part of Emarat’s “Project Landmark” naming rights program—the first of its kind globally for a fuel brand.
This phased launch strategy allows both companies to monitor usage, gather feedback, and navigate regulatory complexities at a manageable scale. The emphasis is on educating users and ensuring smooth operations to build trust in the new system.
Promotions and Customer Incentives
The partnership includes joint promotions aimed at both crypto users and Emarat customers, though details of the incentives are still under wraps. These offers are expected to drive footfall and encourage trial among tech-savvy consumers.
Ali Bin Zayed Al Falasi, Chief Retail Officer & Senior Vice President – Marketing at Emarat, said:
“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. Together, we’re bridging the gap between energy retail and emerging financial ecosystems.”
Crypto Meets Fuel: A New Regional Model?
Industry leaders believe the UAE is primed to support such innovation. Mohammed al Hakim of Crypto.com praised the country’s embrace of digital transformation, while Emarat emphasized its goal of enhancing customer experience.
This initiative could set a precedent for other energy providers in the region. By introducing crypto at the pump, Emarat and Crypto.com aim to position themselves at the intersection of finance and fuel, potentially reshaping how consumers engage with essential services.
Challenges on the Road Ahead
However, the path to full integration isn’t without hurdles. Both companies must adhere to evolving regulations, manage technical reliability, and educate staff and customers to ensure a smooth rollout. Concerns such as crypto price volatility or payment delays could affect user trust and slow adoption.
Still, this pilot provides a controlled space to experiment and adapt. The results will be closely watched by regulators, competitors, and digital finance stakeholders across the region. If successful, this could be a game-changer for how we fuel and pay in the digital age.
