In a significant move for crypto adoption, the digital asset platform Nexo has secured a multi-year agreement to become the Official Crypto Partner of the Australian Open and the broader Summer of Tennis series. The deal, announced with Tennis Australia, grants Nexo prominent branding rights, including the 'Nexo Coaches Pod'—a branded on-court coaching zone visible during matches in major stadiums.
The partnership is strategically timed, with the 2026 Australian Open beginning on January 12 and expected to draw hundreds of millions of global viewers. Tennis Australia's Chief Commercial Officer, Cedric Cornelis, stated that Nexo is "a natural fit" for the events, aiming to create new ways for fans to connect with the sport. A Nexo spokesperson highlighted the alignment with a "world-class institution committed to long-term thinking and future progress."
This deal represents a notable comeback for Nexo, which faced regulatory challenges in 2022, including a $45 million settlement with the U.S. Securities and Exchange Commission (SEC) and a temporary withdrawal from the U.S. market. The company has since re-entered the U.S. and is rebranding from a crypto lender to a "digital asset wealth platform."
The sponsorship is part of a broader resurgence of crypto partnerships in sports, following a downturn after the collapse of FTX. Nexo itself has been active, making this its fourth major sports deal this year, following agreements with the DP World Tour and other tennis tournaments.
