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In the first major crypto sports sponsorship deal, the Australian Football League (AFL) has entered into a partnership with Crypto.com to support its Women’s League (AFLW).
The deal is worth nearly $25 million over the next five years, a significant increase from the AFL’s existing $18.5 million sponsorship deal with Toyota. Crypto.com is a Singapore-based cryptocurrency exchange offering digital wallets and crypto-backed debit cards.
This partnership will mark Crypto.com’s first sponsorship of an Australian sports team. It will also be its first sponsorship of an elite women’s sport globally, a milestone that AFL executive general manager clients and business Kelly Rodgers said she was “proud” to be involved in.
“The AFL is proud to be the world’s first Australian sports league and elite women’s competition, partnering with an organisation that shares our passion for advancing the future of elite sport and technology.”
Karl Mohan, general manager of Crypto.com Asia Pacific, said the company was attracted by the relatively high number of women interested in crypto in Australia.
“Our latest consumer research in Australia found that more than half (53%) of crypto investors are women,” he said.
“It’s very encouraging to see Australians from all walks of life, regardless of gender or background, are very enthusiastic about cryptocurrency adoption, and we’re excited to be their platform of choice.”
Back in August, CNBC released a survey It found that women were still less than half as likely as men to invest in cryptocurrencies, with 16 percent of men investing and 7 percent of women.
related: Australian women owning cryptocurrencies to double in 2021: survey
Crypto.com has amassed a number of sports brand deals totaling over $1.5 billion over the past few months. In mid-November, the cryptocurrency company acquired $700 million deal Over the next 20 years, the Staples Center in Los Angeles was renamed Crypto.com Arena.
It also signed a $100 million sponsorship deal with Formula 1 in late June and a $175 million sponsorship deal with UFC in July.
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