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

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.

Industry City | Brooklyn, NY

TUES - THURS, JUNE 24 - 26, 2025

Permissionless IV serves as the definitive gathering for crypto’s technical founders, developers, and builders to come together and create the future.If you’re ready to shape the future of crypto, Permissionless IV is where it happens.

Brooklyn, NY

SUN - MON, JUN. 22 - 23, 2025

Blockworks and Cracked Labs are teaming up for the third installment of the Permissionless Hackathon, happening June 22–23, 2025 in Brooklyn, NY. This is a 36-hour IRL builder sprint where developers, designers, and creatives ship real projects solving real problems across […]

recent research

Research Report Templates.png

Research

The convergence of DePIN and energy generation aims to address modern grid challenges by incentivizing distributed generation.

article-image

However, they noted there’s now an increased risk that unemployment and inflation will rise in the coming months. 

article-image

The network’s most ambitious upgrade since the Merge brings validator streamlining, smart account UX and doubled blobspace to Ethereum

article-image

Debate over extra Bitcoin use cases has returned, two years on from Ordinals

article-image

Altcoin season may be on a permanent pause as the market matures and paths grow more selective

article-image

Today’s blockchains are more like nervous systems without a brain — wiring without will

article-image

A number of blockchains make use of the Solana Virtual Machine