Major cryptocurrency exchange app Crypto.com continues its significant sporting partnerships, this time teaming with the Australian Football League (AFL) and the AFL Women’s (AFLW).

The deal with the Singaporean crypto company is worth an estimated $25 million spanning five years, and becomes one of the biggest sponsorships in Australian sport, eclipsing the AFL’s existing $18.5 million deal with Toyota.

According to a press release, the crypto exchange will serve as a partner of both the Toyota AFL Premiership Season and NAB AFLW competitions and will become the Official Cryptocurrency Exchange and Official Cryptocurrency Trading Platform of AFL and AFLW.

Crypto.com will also appear in advertising during score reviews in AFL regular season and finals matches, and when goal line decisions are reviewed by off-field umpires.

Commenting on the partnership, AFL Chief Executive Officer Gillon McLachlan said it represents an exciting new chapter for Australian football. “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,” he added.

Meanwhile Crypto.com co-founder and CEO Kris Marszalek said the new partnership was a great 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. 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,” the Crypto.com CEO added.

 

A big deal for women’s sport

The deal is a major coup not only for the AFL and the growing presence of crypto down under, but also for women’s sport in Australia.

The AFLW will become the first elite women’s sports competition sponsored by Crypto.com globally. Speaking with The Australian newspaper on Monday, Crypto.com general manager Asia & Pacific Karl Mohan, said:

“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 think the AFL has led the way to bring gender diversity to Australian sport,” adding:

“Uniquely for Australia, compared to other markets, is that they generally skew towards blokes, but here we are skewing more towards women.”

Crypto.com’s most recent consumer research in Australia has reportedly found that more than half (53%) of crypto investors were females, according to Mohan.

 

Crypto.com’s sports spree

Much like its exchange rival FTX, Crypto.com has been branching out into sports sponsorships in a very big way, forking out about $1.5 billion over recent months.

Its most eye-opening deep-pockets deal was its November-secured US$700 million naming-rights agreement with the famous Staples Center in Los Angeles, renaming it the Crypto.com Arena for the next 20 years.

Then, in December, Crypto.com became the first crypto company to sponsor a women’s sports team –  LA’s Angel City Football Club (ACFC), a planned National Women’s Soccer League expansion team. A couple of days later, the exchange bought airtime for the Super Bowl to raise its brand awareness further.

Oh, and not forgetting… in late June, it also signed a US$100 million sponsorship with Formula One and a US$175 million deal with the UFC in July, as well as inking deals with the Paris Sant-Germain football club and the Philadelphia 76ers (NBA).

In non-sports related Crypto.com news, though, an ad featuring actor Matt Damon hasn’t exactly been going down a storm…

 

 

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