A cryptocurrency sponsorship agreement has been signed between Swyftx and the One New Zealand Warriors, marking the first such deal with a professional sports team in New Zealand.
Swyftx, a Brisbane-based digital asset platform, has committed hundreds of thousands of dollars to a multi-year sponsorship of the One New Zealand Warriors rugby league team. This partnership is the initial stage of a planned multimillion-dollar investment across various New Zealand sporting codes over the next two years.
The sponsorship will grant Swyftx branding rights, corporate hospitality, player appearances, and reserved tickets for every NRL home game at Go Media Stadium, with tickets to be made available to fans through different activities.
Global sponsorship landscape
The international sports sponsorship market reached USD $60.17 billion in 2024 and is predicted to grow to USD $65.7 billion in 2025, with long-term forecasts exceeding USD $130 billion by 2033. Industry data indicates that cryptocurrency sponsorship spending rose by approximately 20 percent in the past year, reaching around USD $565 million globally. The average size of new deals has grown as well, now averaging around USD $4.3 million, compared to USD $2.6 million in the previous year.
Swyftx entered the New Zealand market earlier in the year following its acquisition of Easy Crypto, the country's largest digital assets platform. The three-year agreement with the Warriors is the first time a cryptocurrency brand has sponsored a professional sports team in New Zealand.
Company rationale
"The Warriors are one of the country's most recognised sporting brands and they represent passion, resilience and a loyal fan base. That kind of connection with the community was exactly what we were looking for in a partner. We are also in discussion with other sporting codes as part of our expansion plans.
"There is a natural overlap between the energy of sport and crypto. Both are fast-moving spaces, and our research shows a strong connection between sports fans and digital asset investors.
"Internationally, football and motorsport are among the biggest beneficiaries, with digital asset investment in football now accounting for a significant portion of that total. Exchanges are increasingly visible in Formula 1 and other elite global codes," says Jason Titman, Chief Executive of Swyftx.
Swyftx has spent up to AUD $10 million annually on sports sponsorships in Australia and plans to allocate millions of dollars towards New Zealand teams over the coming years. This investment is expected to increase in line with the adoption of digital assets in the country.
Club response
"We are excited to welcome one of Australasia's largest digital asset platforms as a partner. This sponsorship will not only provide important financial support for the club but also deliver new experiences and benefits for our members and fans. For us, it is about finding partners who share our commitment to growth and who can bring something new to the table.
"Deals of this scale help us grow our fan base, make the sport more financially accessible for families through initiatives like ticket offers and provide critical funding that can be reinvested into pathways and programmes to grow the sport at every level," says Cameron George, Chief Executive of the One New Zealand Warriors.
Sector growth potential
"Our goal is to lift those numbers significantly, and partnering with sport is one of the most effective ways to do that," Titman adds, highlighting the lower rate of crypto adoption in New Zealand - currently around 9 to 14 percent - compared to Australia's 20 to 25 percent.
Paul Quickenden, Country Manager of Swyftx NZ, said the sponsorship signals a new direction for both the sporting and digital asset sectors in New Zealand, reflecting a broader approach to integrating international investment in local sport.
"This partnership marks the beginning of a new era of investment in New Zealand sport. Until now, crypto sponsorships have largely been confined to overseas markets, and we are changing that by bringing the same level of international energy and innovation to local codes.
"There is a significant opportunity for New Zealand sport to benefit from the scale of global digital asset investment. These partnerships can help unlock new revenue streams, strengthen fan engagement and ensure our professional and grassroots programmes are competing on a level playing field with the rest of the world. What we are seeing is the start of a long-term alignment between emerging technology and New Zealand's sporting economy."
Titman also emphasised Swyftx's intention to extend support to women's sports, referencing the company's track record in Australia.
"Digital assets have been male-dominated for a long time, but that is rapidly changing. In Australia, we've invested in women's rugby league, women's rugby and women's AFL because we see real value in giving female athletes the same platform as their male counterparts.
"We want to mirror that commitment in New Zealand by helping grow women's sport and creating opportunities to engage more inclusively with fans," he says.
The deal provides a commercial boost to the Warriors and sets a potential precedent for similar digital asset sponsorships across professional sporting codes in New Zealand as such agreements become more common.
