- The Australian Open completes a deal with crypto platform Nexo through December 2025.
- The partnership makes Nexo the Official Crypto Partner of multiple Tennis Australia events.
- Nexo gains branding rights across coaching pods in major arenas.
- The company pays an undisclosed sum for visibility at Rod Laver Arena, Margaret Court Arena, John Cain Arena, and Kia Arena.
Tennis Australia signed a multi-year global partnership with Nexo on December 17, 2025. The deal covers the Australian Open and the Summer of Tennis series. Nexo becomes the official crypto partner across United Cup, Adelaide International, Brisbane International, and Hobart International tournaments.
The agreement makes Nexo the first digital asset company to partner with a Grand Slam tennis tournament. The four Grand Slam tournaments include the Australian Open, French Open, Wimbledon, and US Open. No crypto company previously held official partnership status with any of these events.
Nexo manages over $11 billion in assets and has processed more than $371 billion since 2018. The platform operates in over 150 jurisdictions worldwide. Services include high-yield savings accounts, crypto-backed loans, trading tools, and payment cards.
Coaching Pod Sponsorship Creates Arena Visibility
The partnership centers on the Nexo Coaches Pod activation. Tennis Australia introduced coaching pods in 2025. These dedicated areas sit closer to the court than traditional seating. Four members of a player’s support team can occupy the pod. Coaches provide more frequent in-match guidance than previous rules allowed.
Nexo branding will appear on coaching pods across four main venues at Melbourne Park. The activation starts with the 2026 Australian Open. The tournament runs from January 12 to February 1, 2026. Coaching pods provide consistent visibility during televised matches on center and showcase courts.
Cedric Cornelis serves as Tennis Australia’s chief commercial officer. He described the fit between the organizations.
“As a brand built on innovation, expertise and next-generation thinking, Nexo is the first-ever crypto partner in Grand Slam history and is also a natural fit for the AO and our events across the Summer of Tennis,” – Cornelis said in a statement.
The coaching pod format gives sponsors exposure during strategic moments. Television broadcasts often cut to coaching areas during timeouts and changeovers. Players frequently look toward their coaching staff between points.
Sports Partnership Strategy Expands Across Multiple Properties
Nexo built a sports sponsorship portfolio throughout 2025. The company signed three major partnerships before the Tennis Australia deal. Each agreement targets different geographic markets and audiences.
The DP World Tour partnership launched in July 2025. Nexo became the Official Digital Wealth Platform of the professional golf circuit. The three-year agreement runs through 2027. Nexo holds official partner status at six flagship DP World Tour events during the 2025 season, including the Genesis Scottish Open. The deal includes naming rights to the Nexo Championship.
Tennis Australia represents the second tennis partnership in 2025. Nexo became the Official Partner of the Acapulco Tennis Open. The company also secured Official Crypto Partner status at the Mifel Tennis Open. Both tournaments compete in the ATP Tour circuit.
Antoni Trenchev co-founded Nexo in 2018. He connected the Australian Open partnership to performance values. “The Australian Open stands at the intersection of excellence and ambition – precisely where Nexo positions itself,” Trenchev stated. “Our partnership reflects a shared commitment to disciplined performance and long-term thinking.”
Crypto Companies Face Changing Sponsorship Environment
The Australian Open partnership breaks new ground for crypto sponsorships in tennis. Major crypto companies sponsored sports properties during 2021 and 2022. Many pulled back after market volatility and regulatory challenges in 2022 and 2023.
Nexo operates as a centralized crypto platform. The company provides custody services for digital assets. Centralized platforms faced increased scrutiny after several high-profile collapses in 2022. Regulatory frameworks for crypto companies continue developing across multiple jurisdictions.
Tennis Australia’s willingness to partner with a crypto company signals confidence in Nexo’s business model. The Australian Open maintains strict vetting processes for commercial partners. Sponsors must meet financial stability requirements. The multi-year commitment suggests Tennis Australia conducted thorough due diligence.
The partnership adds Nexo to a sponsor roster that includes Emirates, Rolex, Kia, and Pirelli.
Tennis Australia recently added other commercial partners.
- Yoghurt brand YoPro signed as an official sponsor in December 2025.
- Healthcare group Bupa became the official healthcare partner and digital health partner in October 2025.
- Altos tequila joined as the official tequila partner.
Business Model Centers on Yield Products and Lending
Nexo offers several product categories. The Flex Earn program provides flexible interest on crypto holdings. Rates reach up to 14% annually on select assets. The platform compounds interest daily. Users can withdraw funds without lock-up periods.
Fixed-term savings products offer different rate structures. Crypto-backed loans allow users to borrow against holdings. The platform processes loan applications without credit checks. Users maintain ownership of underlying assets while accessing liquidity.
The Nexo Card functions as a crypto debit and credit card. Users spend directly from crypto balances or use credit lines backed by crypto collateral. The card operates where Visa is accepted. Product availability varies by jurisdiction based on local regulations.
The company reports serving millions of clients since launch. Nexo processes trades, deposits, and withdrawals through its platform infrastructure. The company maintains licenses in multiple jurisdictions. Security protocols include insurance coverage for assets and multi-signature wallet protection.
Australian Open Commercial Strategy Continues Evolution
The Nexo deal fits Tennis Australia’s commercial expansion strategy. The organization seeks partners that align with innovation themes. The Australian Open positions itself as the most technologically advanced Grand Slam. Previous innovations include retractable roofs, digital ticketing, and advanced player tracking.
The 2026 tournament will test the coaching pod sponsorship model. Fan engagement with coaching strategy represents a growing interest area. Tennis broadcasters expanded coverage of coaching interactions in recent years. On-court coaching debates continue within professional tennis circles.
The coaching pod concept allows fans to observe team dynamics during matches. Nexo branding during these moments connects the company to strategic decision-making themes. The placement reinforces messaging around intelligent tools and performance analysis.
Tennis Australia generates revenue through multiple channels. Ticket sales, broadcast rights, and sponsorships form the core business model. The organization reinvests revenue into tennis development programs across Australia. The Australian Open ranks among the highest-attended annual sporting events globally.
The Nexo partnership extends beyond the Grand Slam. Summer of Tennis events create additional exposure opportunities. These warm-up tournaments attract top players preparing for the Australian Open. The extended activation period provides value across multiple weeks of programming.
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