HomeNewsSponsorship & MarketingAustralian Rules FootballAustralia

Crypto.com joins AFL’s most lucrative sponsorships in Australian market landgrab

The Adelaide Crows form a huddle during the 2022 AFLW match against the West Coast Eagles. The Crows signed a multi-year deal with Crypto.com days after the league's landmark agreement with the cryptocurrency exchange in January 2022. (Photo by Dylan Burns/AFL Photos via Getty Images)

Crypto.com’s recently-announced landmark five-year sponsorship of both the men’s AFL Premiership and women’s AFLW puts the brand fourth among the highest-paying sponsors of the Australian rules organisation, SportBusiness understands.

According to sources, the agreement will be worth an average of A$6m (€3.8m/$4.3m) per year from 2022 to 2026, should “achievable escalators” in the contract be met. This would take the value beyond the A$5m per-season figure widely reported in Australian media.

You need to have an account to access our content

Find out more about our news, features and services

Already have an account? Sign in here