Singapore-based cryptocurrency exchange Crypto.com has closed a five-year partnership with the Australian Football League in a $25 million deal that will see it reach the AFL’s millions of viewers.
According to a press release shared with CryptoGlobe, the new partnership will see Crypto.com become the official cryptocurrency exchange and official cryptocurrency trading platform of AFL and AFLW.
The exchange is now set to become the exclusive naming rights partner of the “Crypto.com AFL Score Review” for all Toyota AFL Premiership Season and Final Series matches. The AFL’s existing sponsorship contract of $18.5 million is with Toyota.
The move marks Crypto.com’s first time sponsoring an Australian sports team and the first time it sponsors an elite women’s sports competition worldwide. Available data shows together the leagues have reached millions of people, with some matches having an audience of over 4 million people.
Commenting on the deal Kris Marszalek, co-founder and CEO of Crypto.com, said:
The AFL and AFLW are perfect platforms to associate ourselves with Australian sports and culture. It is by far the most popular spectator sport in the country that has been played for over 150 years, a rich history that uniquely brings Australians together in a way that we are truly inspired by.
The deal sees AFL join some of the biggest sports and entertainment brands in the world to partner with Crypto.com. The exchange has so far struck deals with Formula 1, UFC, the Paris Saint-Germain Football Club, the NBA’s Philadelphia 76ers, the Montreal Canadiens, esports team Fnatic, Lega Serie A, Twitch Rivals, and secured the naming rights for the AEG-owned Staples Center to turn it into the Crypto.com Arena.
Crypto.com’s general manager Asia & Pacific, Karl Mohan, noted the partnership will resonate with football fans, with the exchange’s latest consumer research showing that in Australia “more than half (53%) of crypto investors were females” and that “Australians from all walks of life, irrespective of gender or background, are very keen to adopt cryptocurrencies, and we’re excited about being their go-to platform.
As CryptoGlobe reported, the platform’s native $CRO token saw its price jump earlier after Crypto.com revealed it’s set to run an ad in the 2022 Super Bowl in a bid to become a household name.
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