Singapore-based exchange Crypto.com has struck a five-year AU$27 million (US$19.5) sponsorship with the Australian Football League’s (AFL) men’s and women’s (AFLW) competitions on Tuesday.
- The deal is the first sponsorship from a crypto firm in Australia for a major sporting league, and the first major women’s sporting league sponsorship for Crypto.com.
- Australian rules football is only played professionally in Australia and is the most popular spectator sport in the country, with more than four million people watching the men’s Grand Final last year.
- The exchange has been ramping up its reach in the sporting world through its US$700 million deal to rename the iconic Staples Center in Los Angeles to Crypto.com Arena for 20 years, and other significant partnerships including UFC and Formula 1 racing.
- The deal is worth AU$25 million (US$18 million) over the next five years and will see Crypto.com become the official cryptocurrency exchange and trading platform for the AFL and AFLW.
- According to Crypto.com, it was attracted to the AFLW after internal research showed Australian women make up 53% of over 2,000 crypto investors surveyed in the country.