Crypto exchange sponsors NRL in multi-million dollar deal

Founded by two young flatmates, the deal for Swyftx is being labelled the largest crypto exchange partnership in Australian sport.

Brisbane-based cryptocurrency exchange Swyft has signed a multimillion dollar sponsorship deal with the NRL as it builds national brand awareness.

Swyftx’s deal with the NRL is the code’s inaugural crypto sponsorship and represents a major investment across a three-year term with options to continue until 2026.

Swyftx’s partnership with the NRL Telstra Premiership will support the NRL and NRLW games, finals, and State of Origin as well as the All-Stars games.

The Swyftx deal is believed to be the largest crypto exchange partnership in Australian sport and follows the Brisbane firm’s sponsorship of the Adelaide Strikers in the BBL.

The AFL recently announced a 5-year, $25m tie-in with Crypto.com.

The NRL deal will see the Swyftx name appear on LED signage in stadiums and virtual signage broadcast to more than 100 million viewers per year.

Swyftx founders Angus Goldman and Alex Harper.

Swyftx will also be the naming sponsor for the NRL’s decision board, with the ‘Swyftx Bunker’ being introduced in 2023.

The sponsorship caps a period of rapid growth for the company that was founded by friends Alex Harper and Angus Goldman in 2018.

Mr Harper and Mr Goldman, both aged 27, developed Swyftx while living in a share-house and have now grown the company into a thriving international exchange, employing 180 staff.

Swyftx CEO Ryan Parsons, a lifelong Canberra Raiders fan, said the sponsorship is further indication of the increased acceptance of digital assets as mainstream investments.

“This is a defining partnership for the NRL and Swyftx and represents a major milestone for the Australian crypto industry,” Mr Parsons said.

“Our Brisbane office overlooks the cauldron, Suncorp Stadium, and many of our staff walk to the ground after work to watch the NRL Telstra Premiership or Ampol State of Origin.

It’s now clear that crypto and digital asset investing forms part of a typical portfolio and it’s great to see Australians embracing this new technology.”