- Crypto.com acquires naming rights for AFL Score Review, Premiership and finals series games
- AFLW becomes first women’s sports league to partner with platform
The Australian Football League (AFL) has announced a new five-year partnership with Crypto.com, designating the brand as the organisation’s official cryptocurrency exchange and trading platform.
The deal, which is worth AUS$25 million (US$18 million) according to The Australian, covers both the AFL and AFLW women’s competitions. The partnership also includes naming rights for the AFL’s ‘Score Review’ for all matches from the regular season and finals series.
The AFL has become the first Australian sports league to partner with the online cryptocurrency exchange platform, while the AFLW is its first partnership with a female professional sports league.
“We are committed to investing in Australia, a key market and leader in cryptocurrency adoption, contributing to our rapid growth of over ten million users globally,” said Kris Marszalek, the Crypto.com co-founder and chief executive, who was recently named among SportsPro’s ten influencers for 2022.
“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.”
Gillon McLachlan, AFL chief executive, added: “Cryptocurrency and blockchain technology is a dynamic and emerging industry, and the AFL is delighted to partner with Crypto.com to be at the forefront of the industry’s growth in Australia.”
In December, Crypto.com agreed a partnership with the National Women’s Soccer League’s (NWSL) Angel City that marked its first with a professional women’s team.
Crypto.com also counts Formula One, Italian soccer’s top-flight Serie A, French soccer giants Paris Saint-Germain and the National Basketball Association’s (NBA) Philadelphia 76ers among its portfolio of partners.
The platform also recently agreed the most lucrative naming rights deal in history with AEG to take on primary branding at the downtown home of the Los Angeles Lakers, signing a 20-year contract worth a reported US$700 million.