• Nexo’s agreement covers the Australian Open and events like the United Cup, Adelaide International, Brisbane International, and Hobart International.

• The partnership includes branding via the Nexo Coaches Pod on coaching areas at major venues during matches.

• Tennis reaches two billion fans worldwide, with higher-income individuals 29% more likely to follow the sport, per SportQuake’s report.

Explore Nexo’s Australian Open partnership: a multi-year crypto sponsorship boosting visibility in tennis. Learn how this deal signals crypto’s sports comeback. Stay updated on digital asset trends today.

What is Nexo’s Partnership with the Australian Open?

Nexo’s partnership with the Australian Open is a multi-year agreement naming Nexo as the Official Crypto Partner of Tennis Australia. This deal encompasses the Australian Open and the broader Summer of Tennis series, including tournaments like the United Cup, Adelaide International, Brisbane International, and Hobart International. Announced by the company, it positions Nexo to engage with millions of global fans through strategic branding opportunities. The collaboration highlights crypto platforms’ growing integration with mainstream sports, leveraging tennis’s affluent and international audience for enhanced visibility.

How Does This Deal Benefit Crypto Brands in Sports?

This partnership provides Nexo with prominent exposure, such as the “Nexo Coaches Pod” on on-court coaching areas at key venues during matches. The Australian Open, starting January 12, 2026, in Melbourne, draws hundreds of millions of viewers annually, offering brands like Nexo access to a premium demographic. According to a report from sports marketing firm SportQuake, tennis boasts two billion fans worldwide, and individuals with higher incomes are 29% more likely to engage with the sport than the average person. A Nexo spokesperson stated to COINOTAG, “Partnering with Tennis Australia allows us to connect with millions of fans while aligning with a world-class institution committed to long-term thinking and future progress.” This setup not only boosts Nexo’s brand but also demonstrates crypto’s stabilizing presence in sports marketing post-2022 industry challenges.

Nexo’s move comes after navigating regulatory hurdles, including a 2022 withdrawal from the U.S. market due to scrutiny over its interest-bearing products deemed unregistered securities by state and federal regulators. The company settled with the SEC, paying approximately $45 million in penalties and agreeing to halt offerings to U.S. investors without admitting wrongdoing. Recently, Nexo re-entered the U.S. amid improved regulatory clarity and is transitioning from a crypto-lender image to a “digital asset wealth platform.” This Australian Open deal aligns with that evolution, showcasing maturity in the sector.

Historically, Tennis Australia explored crypto ties in 2022 with NFT platform Sweet.io during peak digital collectibles demand. That collaboration waned as NFT volumes plummeted, leading Sweet.io to scale back consumer operations. Despite such setbacks, Tennis Australia Chief Commercial Officer Cedric Cornelis described Nexo as “a natural fit for the AO and our events across the Summer of Tennis.” He added, “Together, we’re creating new ways for fans to connect with the game and the people behind it.” This endorsement underscores the strategic value of crypto partnerships in enhancing fan engagement.

Broader trends support this resurgence. Crypto’s sports sponsorships, disrupted by the 2022 FTX collapse and loss of major deals, are rebounding in 2025. Nexo has secured three other significant agreements this year: as the Official Digital Wealth Platform of the DP World Tour, and partnerships with the Acapulco Tennis Open and Mifel Tennis Open. Comparable recent developments include Ledger’s jersey sponsorship with NBA’s San Antonio Spurs and Tether’s minority stake in Italian soccer club Juventus—though Tether’s majority control bid was rejected by holding company Exor last week using an all-cash offer.

These initiatives reflect a cautious yet optimistic return of crypto to sports, focusing on stable, long-term alignments rather than high-risk ventures. For Nexo, the Australian Open partnership exemplifies how digital asset firms can leverage global events to build trust and accessibility among mainstream audiences.

Frequently Asked Questions

What Events Are Included in Nexo’s Australian Open Partnership?

Nexo’s multi-year deal with Tennis Australia covers the Australian Open and the Summer of Tennis series. This includes major tournaments such as the United Cup, Adelaide International, Brisbane International, and Hobart International. The partnership emphasizes branding and fan engagement across these high-profile events, starting with the 2026 Australian Open on January 12 in Melbourne.

Why Is Crypto Partnering with Tennis Events Like the Australian Open?

Crypto platforms like Nexo are partnering with tennis events to reach an affluent, global audience of two billion fans. Tennis attracts higher-income viewers who are 29% more engaged than average, according to SportQuake. These deals provide visibility through on-court features and align crypto with prestigious, forward-thinking institutions, aiding brand legitimacy and growth in regulated markets.

Key Takeaways

• Strategic Expansion: Nexo’s Australian Open deal is its fourth major sports partnership in 2025, including ties to the DP World Tour and various tennis opens, signaling crypto’s renewed focus on sports.
• Regulatory Resilience: Despite past U.S. challenges and a $45 million SEC settlement, Nexo has re-entered key markets and rebranded as a digital asset wealth platform to emphasize stability.
• Fan Engagement Boost: Partnerships like this create innovative connections, such as the Nexo Coaches Pod, helping crypto firms engage millions of viewers and build long-term loyalty.

Conclusion

Nexo’s partnership with the Australian Open and Tennis Australia’s Summer of Tennis series represents a pivotal moment in crypto’s integration with global sports. By securing visibility at events reaching hundreds of millions, Nexo not only enhances its crypto sports sponsorships profile but also contributes to the sector’s broader recovery from past downturns. As regulatory landscapes clarify and fan interactions evolve, expect more such collaborations to drive innovation and accessibility in digital assets. Investors and enthusiasts should monitor these developments for opportunities to engage with the growing intersection of crypto and mainstream entertainment.