Crypto.com has signed a five-year deal to become a major partner for both the Toyota AFL Premiership Season and NAB AFLW competitions.
As part of the partnership, Crypto.com will become the Official Cryptocurrency Exchange and Official Cryptocurrency Trading Platform of AFL and AFLW.
The fast-growing cryptocurrency platform will also feature as the exclusive naming rights partner of the ‘Crypto.com AFL Score Review’ for all Toyota AFL Premiership Season and Final Series matches.
The deal makes the AFL the first Australian sports league Crypto.com has partnered with, while AFLW will become the first elite women’s sports competition Crypto.com has sponsored world-wide.
“Cryptocurrency and blockchain technology is a dynamic and emerging industry, and the AFL is delighted to partner with Crypto.com to be at the forefront of the industry’s growth in Australia,” says AFL chief executive Gillon McLachlan.
AFL executive general manager, customer and commercial, Kylie Rogers says the partnership marks one of its most significant corporate partner deals since the pandemic began.
“The new partnership marks one of the most significant corporate partner deals since the COVID-19 pandemic, which will help strengthen our industry as we continue to recover and rebuild key growth areas our game,” Rogers says.
“The growth of blockchain technology, services and cryptocurrency products available provide a range of exciting opportunities and we look forward to partnering with Crypto.com to drive innovation throughout the sports industry.”
Crypto.com has been partnering with sports and entertainment brands around the world, such as Formula 1, UFC, Paris Saint-Germain Football Club, Philadelphia 76ers, Lega Serie A, Twitch Rivals and most recently renamed the AEG-owned and operated Staples Center to Crypto.com Arena.
Crypto.com co-founder and CEO Kris Marszalek says the partnership with the AFL is an opportunity to expand cryptocurrency in an already strong market.
"We are committed to investing in Australia, a key market and leader in cryptocurrency adoption contributing to our rapid growth of over 10 million users globally,” Marszalek says.
“The AFL and AFLW are perfect platforms to associate ourselves with Australian sports and culture. It is by far the most popular spectator sport in the country that has been played for over 150 years, a rich history that uniquely brings Australians together in a way that we are truly inspired by.”
According to Crypto.com consumer research in Australia, more than half, 53%, of crypto investors were females.
“It is very encouraging to see that Australians from all walks of life, irrespective of gender or background, are very keen to adopt cryptocurrencies, and we’re excited about being their go-to platform,” says Crypto.com general manager Asia and Pacific Karl Mohan.
“The AFL has led the way to bring gender diversity to Australian sport and we believe this partnership will resonate well with all footy fans across the country.
“We couldn’t be happier with the timing of this partnership at a moment when more Australians are engaging with cryptocurrency and the Australian Government is taking steps to put necessary regulations in place to protect consumers while fostering innovation.”
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.