signs five-year partnership with AFL

Mariam Cheik-Hussein
By Mariam Cheik-Hussein | 18 January 2022
Credit: Jonathan Di Maggio, Getty Images has signed a five-year deal to become a major partner for both the Toyota AFL Premiership Season and NAB AFLW competitions.

As part of the partnership, will become the Official Cryptocurrency Exchange and Official Cryptocurrency Trading Platform of AFL and AFLW.

The fast-growing cryptocurrency platform will also feature as the exclusive naming rights partner of the ‘ AFL Score Review’ for all Toyota AFL Premiership Season and Final Series matches.

The deal makes the AFL the first Australian sports league has partnered with, while AFLW will become the first elite women’s sports competition has sponsored world-wide.

“Cryptocurrency and blockchain technology is a dynamic and emerging industry, and the AFL is delighted to partner with to be at the forefront of the industry’s growth in Australia,” says AFL chief executive Gillon McLachlan.

AFL executive general manager, customer and commercial, Kylie Rogers says the partnership marks one of its most significant corporate partner deals since the pandemic began.

“The new partnership marks one of the most significant corporate partner deals since the COVID-19 pandemic, which will help strengthen our industry as we continue to recover and rebuild key growth areas our game,” Rogers says.

“The growth of blockchain technology, services and cryptocurrency products available provide a range of exciting opportunities and we look forward to partnering with to drive innovation throughout the sports industry.” has been partnering with sports and entertainment brands around the world, such as Formula 1, UFC, Paris Saint-Germain Football Club, Philadelphia 76ers, Lega Serie A, Twitch Rivals and most recently renamed the AEG-owned and operated Staples Center to Arena. co-founder and CEO Kris Marszalek says the partnership with the AFL is an opportunity to expand cryptocurrency in an already strong market.

"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,” Marszalek says.

“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.”

According to consumer research in Australia, more than half, 53%, of crypto investors were females.

“It is very encouraging to see 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,” says general manager Asia and Pacific Karl Mohan.

“The AFL has led the way to bring gender diversity to Australian sport and we believe this partnership will resonate well with all footy fans across the country.

“We couldn’t be happier with the timing of this partnership at a moment when more Australians are engaging with cryptocurrency and the Australian Government is taking steps to put necessary regulations in place to protect consumers while fostering innovation.”

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