, Australian Football League Sign $18M Sponsorship Deal in Country First has becomes the AFL’s exclusive naming rights partner, a first for an Australian sports league


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


key takeaways

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

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

The deal sees 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 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’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.

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