Coinbase inks sponsorship with Australian rugby club Cronulla Sharks

Coinbase has inked a sponsorship deal with Australian sporting outfit Cronulla Sharks. According to the announcement, the National Rugby League (NRL) club said the cryptocurrency exchange will have its insignia at the front of its players’ shorts for the 2025 season.

Coinbase has joined other crypto companies that have inked sponsorship deals with sporting outfits, amid a quest to bring in more people into the sector. The platform launched in Australia in 2021, offering Australians access to alternative economies and a pathway to engage with digital assets.

Coinbase set to partner with Cronulla Sharks in 2025 NRL season

In the statement by the Country Director Coinbase Australia, John O’Loghlen, both parties are excited about the partnership as the 2025 season commences. “We’re extremely excited to announce our partnership with the Cronulla Sharks for the upcoming 2025 season,” O’Loghlen said.

He also mentioned that teaming up with the rugby team will ensure a better way to connect with its users in the country while opening spaces for new users. “Coinbase is the world’s most trusted crypto exchange and as we expand our footprint within Australia, partnering with a team like the Sharks brings a unique way for us to connect with users,” he said.

O’Loghlen added that crypto has been mainstream in Australia, noting that about six million current holders of several digital assets in the country. “Crypto has become a mainstream asset option in Australia, with almost six million Australians owning crypto and growing support from global political and industry figures. We’re extremely excited to be joining forces with the Sharks in what’s shaping up to be a huge 2025 season and look forward to bringing the Coinbase brand to one of the most active and engaged fanbases in the NRL,” he added.

Crypto firms continue to push for adoption in sports

Sharks Group CEO Dino Mezzatesta also mentioned how excited the group is to partner with Coinbase, noting the reputation of the firm. “It’s tremendously exciting for the Sharks to join forces with an international brand like Coinbase, one of the world’s most recognizable and secure cryptocurrency platforms,” he said.

The Sharks are pleased to announce a partnership with a leading international cryptocurrency exchange, @Coinbase_AU, as the club's new front-of-shorts NRL sponsor 🤝 https://t.co/U39EuL4vRb

— Cronulla Sharks (@cronullasharks) March 22, 2025

He also added that they both share the same vision, noting the team’s quest for success in the upcoming 2025 NRL season. “Our organizations are similar in that innovation is at the forefront of our thinking. We’re delighted to enter a fruitful partnership and have Coinbase proudly featured on our shorts as we aim to break new ground in pursuit of the 2025 NRL title,” Mezzatesta added.

According to a Financial Times report in February, crypto firms sponsoring sporting brands, leagues, and players have been on the rise this year. The report quoted research carried out by marketing agency Sport quake, which mentioned that 22 deals have been struck between crypto firms and sporting brands this year, with an average value of $4.3 million. The report highlighted that it was an improvement from last year where 18 deals were struck for an average of $2.6 million.

One of the notable partnerships includes Tether’s purchase of a minority stake in Italian football club Juventus, with the deal valued at around $50 million. “Aligned with our strategic investment in Juve, Tether will be a pioneer in merging new technologies, such as digital assets, AI, and biotech, with the well-established sports industry to drive change globally,” Tether CEO Paolo Ardoino said in his statement.

Other deals include Coinbase’s partnership with Formula One racing team Aston Martin Aramco, Gate.io’s deal with Oracle Red Bull Racing, XBO.com’s partnership with the Argentina national team, Sportsbet.io’s deal with Snooker’s Players Championship, and a deal between Cloudbet and mixed martial arts organization Professional Fighters League.

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