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Crypto.com, one of the leading crypto exchanges, is pushing for brand awareness through sports partnerships. The exchange has secured its first sports sponsorship deal in 2022.
Crypto.com has signed a five-year deal with the Australian Football League (AFL). The exchange will sponsor the Toyota AFL Premiership Season and the AFL women’s league (AFLW) through this deal.
Crypto.com signs partnership with AFL & AFLW
A press release stated that Crypto.com would be the official cryptocurrency exchange and trading platform for both the AFL and the AFLW. The exchange will also gain exclusive naming rights to the score review during the Toyota AFL Premiership Season.
The AFL will be the first sports league in Australia that Crypto.com has collaborated with. Additionally, the AFLW will be the first elite women’s team that the exchange has signed a deal with globally.
The chief executive of the AFL, Gillon McLachlan, noted that this partnership would be a notable development in Australian Football. McLachlan also added that Crypto.com was an exchange “at the forefront of the industry’s growth in Australia.”
The co-founder and CEO of Crypto.com, Kris Marszalek, also commented on this deal, saying, “We are committed to investing in Australia, a key market and leader in cryptocurrency adoption, contributing to our rapid growth of over 10 million users globally. The AFL and AFLW are perfect platforms to associate ourselves with Australian sports and culture.”
Crypto exchanges pushing for sports sponsorships
The sports sector has presented an ideal opportunity for cryptocurrency exchanges to attract new investors. This is not the first sports deal for Crypto.com. In late December 2021, the exchange announced its partnership with Angel City FC, a women sports team.
The exchange also purchases advertisement space for the Super Bowl. It has also partnered with Paris Saint-German (PSG), UFC, Formula 1 and more.
The other exchange that is investing heavily in sporting deals is FTX. FTX has partnered with the Super Bowl. It also purchased the naming rights to the California Memorial Stadium and signed a five-year deal with Major League Baseball in June 2021.
Binance, the largest cryptocurrency exchange platform, is also investing in sports deals. Last week, Binance announced it has secured a deal with the Confederation of African Football (CAF) to become the official sponsor for the TotalEnergies Africa Cup of Nations (AFCON). The move will see Binance continue with its push to attract African users.
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