Big brands don’t experiment at the top unless the timing is right. That’s what makes this deal worth paying attention to.
Tennis Australia has signed digital asset platform Nexo as the first-ever crypto partner of the Australian Open, marking a major milestone for both crypto and global sports sponsorships. This isn’t a one-off logo placement. It’s a multi-year agreement that puts Nexo at the heart of the Australian Open and several of the country’s biggest tennis events.
Under the deal, Nexo becomes the official crypto partner not just of the Australian Open, but also of Tennis Australia’s wider tournament calendar. That includes the United Cup, Adelaide International, Brisbane International, and Hobart International.
The Course Record presented by @Nexo is officially back for the 2026 season!
— DP World Tour (@DPWorldTour) November 27, 2025
We’re kicking things off in Australia this week, where a $10,000 prize pot is on the line, rolling over each week until a new course record is set 📈 pic.twitter.com/MsSBR4JAzb
Here’s where it gets interesting.
Starting in 2026, Nexo will sponsor the tournament’s coaching pods, a new on-court feature introduced in 2025 that allows up to four members of a player’s support team to deliver more frequent in-match coaching. These pods sit closer to the action, which means higher visibility and more fan engagement.
Nexo branding will appear across coaching areas in Rod Laver Arena, Margaret Court Arena, John Cain Arena, and Kia Arena when the Australian Open returns to Melbourne Park from January 12 to February 1, 2026.
For Tennis Australia, this isn’t just about sponsorship dollars.
Credric Cornelis, the organization’s chief commercial officer, framed Nexo as a natural fit. Both brands lean into innovation, expertise, and long-term thinking. And as the first crypto partner in Grand Slam history, Nexo brings something new to a sport that’s increasingly focused on technology, strategy, and fan experience.
The coaching pods, Cornelis noted, spotlight the teamwork and decision-making behind elite tennis—giving fans a deeper look at what actually wins matches.
For Nexo, the move is equally strategic.
The company has been steadily expanding its sports sponsorship footprint. This year alone, it added partnerships with the DP World Tour in golf, the Acapulco Tennis Open, and the Mifel Tennis Open. The Australian Open deal takes that strategy to a global stage.
Nexo co-founder Antoni Trenchev summed it up simply: the Australian Open represents excellence and ambition exactly where Nexo wants its brand to sit. The partnership, he said, reflects a shared focus on discipline, performance, and long-term value.
There’s also a broader signal here.
This is the first time a digital asset company has partnered with a Grand Slam tournament. That tells you something about where crypto branding is heading. Fewer speculative splash plays. More alignment with established, global institutions.
The timing works for Tennis Australia too.
Ahead of the 2026 tournament, the Australian Open has been stacking its sponsor roster. Recent additions include YoPro yoghurt, healthcare group Bupa as both healthcare and digital health partner, and Altos Tequila from Pernod Ricard.
Longtime and high-profile sponsors already include Emirates, Pirelli, Kia, Rolex, and M&M’S Australia.
The takeaway?
Crypto sponsorships are moving upmarket.
When a Grand Slam opens the door, it’s no longer about novelty. It’s about credibility, scale, and staying power.
