The AFL has confirmed a five-year partnership with Crypto.com as the competition's official cryptocurrency exchange.
In addition, the league's video review system will now bear the sponsor's name - the ‘Crypto.com AFL Score Review'.
The move continues a trend for the cryptocurrency platform, having aligned with several sporting organisations and teams around the world.
Crypto.com is already partnered with the UFC, the NBA's Philadelphia 76ers, French football giants Paris Saint-Germain, and is now the naming rights sponsor to the iconic Los Angeles venue formerly known as Staples Center, home of the Lakers, Clippers and Kings, worth a reported US$700 million over 20 years.
The deal with the AFL, worth AU$25 million according to The Australian, is the company's first foray into the Aussie sports market.
As part of the partnership, Crypto.com is also aligning with the AFLW - their first deal with a female sporting competition.
The company's Asia and Pacific GM Karl Mohan said the gender diversity in Aussie rules was an important factor in their decision-making.
"Our latest consumer research in Australia found that more than half (53%) of crypto investors were females. It is very encouraging to see that Australians from all walks of life, irrespective of gender or background, are very keen to adopt cryptocurrencies, and we’re excited about being their go-to platform," Mohan said.
"The AFL has led the way to bring gender diversity to Australian sport and we believe this partnership will resonate well with all footy fans across the country.
"We couldn’t be happier with the timing of this partnership at a moment when more Australians are engaging with cryptocurrency and the Australian Government is taking steps to put necessary regulations in place to protect consumers while fostering innovation."
The decision to align themselves with the sometimes contentious score review system is a potentially tricky one.
Fans have often complained about the sluggish and often inconclusive results produced by the ARC, hardly characteristics a tech company is keen to be associated with.
Crypto.com will be hoping the ARC is on its game in 2022.
No word on whether they asked about securing naming rights to the league's new HODLing the ball interpretation.
