Crypto.com, Australian Football League Sign $18M Sponsorship Deal in Country First

Crypto.com has becomes the AFL’s exclusive naming rights partner, a first for an Australian sports league

article-image

Australian Football League Sign. Melbourne, Australia. Credit: Shutterstock

share

key takeaways

  • Crypto.com and the Australian Football League have signed a multi-million, multi-year deal
  • The sponsorship means Crypto.com becomes the league’s exclusive naming rights partner

Singapore-based exchange platform Crypto.com has signed a sponsorship deal with the Australian Football League (AFL) worth $25 million (US$18 million) over five years.

The deal sees Crypto.com installed as the official crypto exchange of the AFL and the women’s AFLW league, as well as becoming the league’s exclusive naming rights partner for the season’s games, according to a statement on Sunday.

Advertising for the exchange will be displayed during score reviews and line replays.

It’s the first time an Australian-based sports league has partnered with the crypto exchange platform and is part of a growing trend amongst crypto businesses taking part in sponsorship deals with major sporting organizations.

It’s also the first time a major elite women’s sporting league has inked a deal with Crypto.com as well as one of the largest deals in the country’s sporting history.

“The AFL is proud to be the first Australian sports league and elite women’s competition globally to work alongside an organization that shares our passion to progress the future of elite sport and technology,” said Kylie Rogers, Executive General Manager Customer and Commercial at AFL.

The Australian Football League joins Crypto.com’s growing list of sponsorship deals, now worth roughly $1.5 billion, including a $700 million deal that saw the exchange buy the naming rights to the Staples Center in Los Angeles last year.

Throughout 2021, major crypto exchange FTX signed a number of sports sponsorship deals, including the NBA’s Golden State Warriors, Mercedes Formula One team and Major League Baseball.


Get the news in your inbox. Explore Blockworks newsletters:

Tags

Decoding crypto and the markets. Daily, with Byron Gilliam.

Upcoming Events

Old Billingsgate

Mon - Wed, October 13 - 15, 2025

Blockworks’ Digital Asset Summit (DAS) will feature conversations between the builders, allocators, and legislators who will shape the trajectory of the digital asset ecosystem in the US and abroad.

recent research

Research Report Templates.png

Research

Pipe Network is a decentralized content delivery network (dCDN) that replaces the sparse, capital intensive data center footprint of traditional CDNs with a permissionless mesh of independent node operators. By orchestrating under-utilized resources that already exist at the edge, rather than purchasing or leasing thousands of servers, Pipe slashes capital intensity while letting supply expand autonomously in the places where bandwidth is scarcest and most expensive.

article-image

A new quantum experiment shows that observation changes reality — but investors knew that already

article-image

Solana apps and app tokens could be in for a ‘mass repricing’

article-image

Company looks to bring tokenized equities “to meet the moment in this new regulatory environment,” CEO Brian Armstrong said

article-image

Musings on securities laws, plus Paul Atkins unveiling “Project Crypto” at the SEC

article-image

A spooky story about the importance of self-custody

article-image

On Empire, Dragonfly’s Rob Hadick noted that we may see M&A activity pick up in DATs