Digital age: AFL partners with Crypto.com in new sponsorship deal

Cryptocurrency has joined the mainstream and the AFL is keen to get on board, inking a new sponsorship deal with one of world’s biggest crypto exchanges.

The AFL has entered new territory, announcing a five-year partnership with cryptocurrency exchange app Crypto.com.

The new partnership establishes Crypto.com as a major partner of both the AFL and AFLW.

While details are still to come, don’t be surprised if, down the track, we see official AFL NFT’s (non-fungible tokens), digital trading cards of your favourite player and even perhaps the league’s own digital currency.

US sporting leagues, like the NBA, already have broad NFT programs like Top Shot that involves the buying, selling and trading of digital in-game highlights, called ‘moments’.

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AFL chief executive Gillon McLachlan said the partnership marked an exciting new chapter for Australian football.

“Cryptocurrency and blockchain technology is a dynamic and emerging industry, and the AFL is delighted to partner with Crypto.com to be at the forefront of the industry’s growth in Australia,” Mr McLachlan said.

The AFL’s Kylie Rogers and Crypto.com’s Karl Mohan. Picture: Jonathan Di Maggio

The AFL becomes the first Australian sports league Crypto.com has partnered with, while the AFLW is the first elite women’s sports competition in the world that Crypto.com has sponsored.

“Crypto.com has partnered with a number of elite sporting codes across the world and the AFL is proud to be the first Australian sports league and elite women’s competition globally to work alongside an organisation that shares our passion to progress the future of elite sport and technology,” AFL executive general manager customer and commercial Kylie Rogers

said.

“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 of our game.”

Brownlow Medal legend Jason Akermanis was an early adopter of BitCoin and has spent millions creating his own cryptocurrency.

Jason Akermanis made an astute play in cryptocurrency. Picture: Steve Pohlner

How AFL rule change puts midfielders on notice

—Simeon Thomas-Wilson

Players will have less time to get rid of the footy before being penalised for holding the ball under a new crackdown on the contentious rule.

And umpires will also be less forgiving on time wasting in 2022.

All clubs received a memo on Monday, in which the league said that umpires would be “less lenient towards players who have had prior opportunity and do not immediately and correctly dispose of the football”.

The clampdown will also include a focus on players ducking into tackles.

Tiger Tom Lynch is caught by Harris Andrews last season. Picture: Michael Klein

The AFL told clubs that a player who “ducks their head prior to being legally tackled” will be penalised if they don’t “immediately and correctly dispose of the football”.

Umpires will no longer give a warning to players who deliberately engage in time wasting, awarding a free kick or a 50m penalty.

AFL executive general manager Andrew Dillon said there were no major rule changes coming for 2022.

“We are looking forward to 2022 being a year of consolidation and, as such, want to reinforce there would be no material rule changes introduced for the men’s competition this season.,” he said.

Umpires will be tough on players who try to waste time this season. Picture: Steve Bell/AFL Photos/via Getty Images

“Following meetings with each of the 18 AFL clubs across November and December last year, we have worked closely as a football operations and umpiring department to tighten up on the interpretations of existing rules relating to time delay and holding the ball.

“In relation to time delay, there will be less leniency towards players who delay play and, secondly, with holding the ball there will be less leniency towards players who have had prior opportunity and do not immediately dispose of the football.”

Dillon said the crackdown came after analysing game trends.

“The tightening up of these existing rules comes after the Game Analysis team, made up of AFL and AFL club staff, identified trends in the way the game was being played and umpired in the AFL and aims to deliver a game that is played and umpired in line with the spirit and intention that is consistent with the Laws of Australian Football,” he said.

Originally published as Digital age: AFL partners with Crypto.com in new sponsorship deal