Digital assets platform Nexo has signed a landmark multi-year agreement with Tennis Australia, becoming the Official Crypto Partner of the Australian Open and the broader Summer of Tennis series. The deal spans several high-profile tournaments — including the United Cup, Adelaide International, Brisbane International and Hobart International — positioning Nexo as the first cryptocurrency company to secure partnership status with a Grand Slam and associated lead-up events.
The partnership will debut at the 2026 Australian Open, which runs from Jan. 12 to Feb. 1 at Melbourne Park, and will feature prominent Nexo branding across key physical assets, including the tournament’s coaches pods — designated areas near the court that facilitate in-match strategic communication for players and staff.
Details of the partnership
Under the multi-year agreement, Nexo gains visibility across the signature events that make up Tennis Australia’s Summer of Tennis. These include:
- Australian Open — one of tennis’s four Grand Slams, attracting millions of global viewers.
- United Cup — a mixed-gender team competition.
- Adelaide International — a major lead-up ATP/WTA event.
- Brisbane International and Hobart International — key warm-up tournaments ahead of the Open.
As part of the sponsorship, court signage, branding initiatives and fan engagement activities carrying the Nexo logo will be implemented across venues and broadcasts, offering the crypto platform broad exposure to tennis fans and international media audiences.
Strategic significance for Nexo and Tennis Australia
Nexo’s agreement with Tennis Australia reflects a broader resurgence of crypto sports partnerships after several years of reduced activity in the sector. Sporting bodies are increasingly open to innovative commercial partners as they cultivate new revenue streams and fan experiences, while blockchain-related firms seek mainstream visibility.
In 2025, Nexo has already expanded its presence in global sports — including partnerships with the DP World Tour golf series and other tennis events — as part of a strategy to align its brand with elite athletic performance and global audiences.
Tennis Australia’s Chief Commercial Officer, Cedric Cornelis, described Nexo as “a natural fit for the Australian Open and our events across the Summer of Tennis,” noting that the collaboration leverages innovation and long-term thinking — values shared by both organisations.
Industry context and outlook
The sponsorship represents a notable milestone for digital asset companies in major international sports, marking the first time a cryptocurrency firm has partnered with a Grand Slam event. The deal comes amid renewed interest in the intersection of sports, technology and digital finance, and could signal a broader trend of crypto platforms exploring premium global sporting rights.
For Nexo, the partnership offers enhanced brand recognition and exposure to tennis’s global audience, while reinforcing its commitment to engaging with mainstream cultural and sporting institutions. For Tennis Australia, the collaboration expands its commercial portfolio and provides additional value-add opportunities for fans and partners alike.
What to watch next
- How Nexo activations and fan engagement initiatives are integrated into the Australian Open and related tournaments.
- Potential future extensions of the partnership or similar sponsorships in other sports and regions.
- Broader industry reception and competitor responses in crypto sports marketing.
Sources: This article is based on verified reporting from multiple major news outlets covering Nexo’s multi-year partnership with Tennis Australia, including the Australian Open and Summer of Tennis series.
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