In an exciting move for the sports and cryptocurrency industries, Nexo has announced a multi-year partnership with Tennis Australia, becoming the Official Crypto Partner of the Australian Open and the Summer of Tennis series. This collaboration marks a significant step forward, signaling the resurgence of crypto within major global sports sponsorships.
Nexo’s Role in the Summer of Tennis
The partnership encompasses various tournaments under the Summer of Tennis banner, including the United Cup, Adelaide International, Brisbane International, and Hobart International. Nexo’s branding will take center stage through the ‘Nexo Coaches Pod,’ offering highly visible placement in on-court coaching areas across major tournament venues.
Why Nexo and Tennis Australia Make the Perfect Match
Set to debut at the 2026 Australian Open in January, this partnership provides Nexo with unparalleled opportunities to connect with the tournament’s affluent and engaged audience. Tennis boasts a massive global fanbase of two billion people, and it’s particularly popular among higher-income demographics—who are 29% more likely to follow the sport, according to SportQuake.
“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,” a Nexo spokesperson shared.
A Strategic Shift for Nexo
This partnership comes during a transformative time for Nexo as the company pivots its identity from a crypto lender to a digital asset wealth platform. This rebranding follows regulatory clarity in the U.S. after navigating challenges from 2022. By aligning with premium global events like the Australian Open, Nexo is amplifying its push into a broader digital asset wealth strategy.
Crypto Sponsorships: A Growing Trend
Nexo’s Australian Open partnership reinforces the trend of cryptocurrency companies re-entering sports sponsorships. This year alone, Nexo secured deals with the DP World Tour, the Acapulco Tennis Open, and the Mifel Tennis Open. Other notable crypto-related sponsorships in 2025 include Ledger’s jersey sponsorship with the San Antonio Spurs and Tether’s minority stake in Juventus.
Although crypto sponsorships faced setbacks in 2022 with the collapse of FTX, 2025 seems to be a turning point for the industry as companies explore fresh opportunities to integrate with global events and sports.
Connecting Fans with Innovation
According to Cedric Cornelis, Tennis Australia’s Chief Commercial Officer, the partnership with Nexo will “create new ways for fans to connect with the game and the people behind it.” This collaboration aims to foster unique experiences, blending the world of sports with cutting-edge technological solutions.
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The partnership between Nexo and the Australian Open represents the intersection of tradition and innovation, effortlessly bridging the gap between sports and blockchain. With global visibility and a prosperous future in sight, this collaboration is set to be a game-changer for fans and crypto enthusiasts alike.
