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

January 17, 2022 06:00 am

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

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.

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