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Crypto.com joins AFL’s most lucrative sponsorships in Australian market landgrab

The Adelaide Crows form a huddle during the 2022 AFLW match against the West Coast Eagles. The Crows signed a multi-year deal with Crypto.com days after the league's landmark agreement with the cryptocurrency exchange in January 2022. (Photo by Dylan Burns/AFL Photos via Getty Images)

Crypto.com’s recently-announced landmark five-year sponsorship of both the men’s AFL Premiership and women’s AFLW puts the brand fourth among the highest-paying sponsors of the Australian rules organisation, SportBusiness understands.

According to sources, the agreement will be worth an average of A$6m (€3.8m/$4.3m) per year from 2022 to 2026, should “achievable escalators” in the contract be met. This would take the value beyond the A$5m per-season figure widely reported in Australian media.

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