AFL Partners with Crypto.com: Shattering Sponsorship Milestones for Women’s Sports

AFL and Crypto.com: A Game-Changing Partnership

In a groundbreaking move for sports sponsorship in Australia, the Australian Football League (AFL) has teamed up with Crypto.com to support its women’s league, the AFLW. This partnership, valued at approximately $25 million over the next five years, significantly ups the ante compared to the AFL’s previous sponsorship with Toyota, which was worth $18.5 million. It’s not just a financial shift; it’s a nod towards the increasing intersection of sports and technology.

The First of Its Kind

This deal doesn’t just put Crypto.com on the map with Australian sports—it also marks the company’s inaugural sponsorship of an elite women’s sports competition worldwide. Kylie Rogers, the AFL’s executive general manager for customer and commercial, expressed her pride in leading this charge. She stated,

“The AFL is proud to be the first Australian sports league and elite women’s competition globally to work alongside an organization that shares our passion to progress the future of elite sport and technology.”

Why Crypto?

Crypto.com isn’t just throwing cash around for the fun of it. Karl Mohan, the general manager for Asia & Pacific at Crypto.com, revealed that their interest in this partnership stemmed from Australia’s notable proportion of female crypto enthusiasts. Recent consumer research highlighted that over half (53%) of crypto investors in Australia are women, showcasing a fertile ground for growth. Mohan commented,

“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.”

The Bigger Picture

While the AFLW partnership shines a light on crypto’s potential appeal to women, it doesn’t mean the playing field is equal just yet. A CNBC survey revealed that men are still far more likely to invest in cryptocurrencies than women, with only 16% of men holding crypto investments compared to a mere 7% of women. This indicates that while interest is growing, there’s still work to be done.

Crypto.com’s Sponsorship Frenzy

Cementing its stature in the sports realm, Crypto.com has been on a sponsorship spree, racking up deals worth over $1.5 billion. Among these hefty agreements includes a $700 million deal to rename Los Angeles’ Staples Center the Crypto.com Arena. Additionally, they’ve secured a $100 million sponsorship with Formula 1 and a $175 million deal with the UFC, showcasing they are all in on the sports sponsorship game.