Singapore-based crypto exchange Crypto.com has signed yet another multi-million dollar sponsorship deal, this time with the Australian Football League’s (AFL) and its women’s division, (AFLW).
The deal sees Crypto.com partnering with the major Australian sporting league, while also sealing a first for the exchange in that it is the first established crypto firm to partner with a major women’s sporting league. Australian rules football represents the country’s most popular sport, with audiences reaching four million during the most recent Grand Final. According to Crypto.com, the decision to specifically partner with a women’s league was based on internal research which showed how Australian women represent 53% of crypto investors in the country, over a sample demographic of 2,000 respondents.
“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,” shares Crypto.com Co-Founder and CEO, Kris Marszalek.
Crypto.com has made significant inroads in terms of partnerships across various industries, with its presence in sports, with its most recent investment in the sports industry going to the tune of $700 million, which it placed in a deal renaming the iconic Staples Center in L.A. to Crypto.com Arena. Crypto.com also has concurrent partnerships with Formula 1, UFC, NBA franchises such as the Philadelphia 76ers, and also has sponsored presence in other football leagues, as well as Fnatic, a global esports team.
This latest deal with the Australian sports league will be honored for five years, and represents one of the most ambitious plays into publicity and brand visibility among crypto firms. The deal with AFL is worth $25 million (AU$30 million), and will be operative over five years, with Crypto.com becoming the official crypto exchange and crypto trading platform for both the AFL and AFLW.
Additionally, Crypto.com will be featured as the naming rights partner of a live/streaming segment called “Crypto.com AFL Score Review” which will be held during all Toyota AFL Premiership Season and Final Series matches.
Crypto.com is rapidly expanding, and its recent heavy investments into advertising, such as the series of ads made with Matt Damon, adds to its ambitions of accelerating crypto adoption. On the technology side of things, Crypto.com has started operation of Cronos, its EVM blockchain, with a recently concluded testnet crossing over 9 million transactions.
Note: A previous version of this article states $18m (USD). The correct figure is $25m (USD) which converts to $30m (AUD). A blockchain marketing firm representative contacted CryptoDaily to provide the correct figure.
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