--- title: "Tennis Australia Signs Long-Term Deal with Nexo for Crypto Integration" date: 2025-12-18 author: "Barry Elad" featured_image: "https://sqmagazine.co.uk/wp-content/uploads/2025/12/nexo-signs-deal-with-tennis-australia-for-crypto-integration.jpg" categories: - name: "Cryptocurrency" url: "/crypto.md" tags: - name: "News" url: "/tag/news.md" --- # Tennis Australia Signs Long-Term Deal with Nexo for Crypto Integration Nexo has become the official crypto partner of the Australian Open and the Summer of Tennis in a historic multi-year agreement with Tennis Australia. ## Quick Summary – TLDR: - Nexo is now the official crypto partner of the Australian Open and several other major tennis tournaments. - This marks the first time a Grand Slam tournament has partnered with a crypto company. - Nexo branding will feature prominently at top venues, including in the new Nexo Coaches Pod. - The deal signals a shift in how elite sports engage with digital finance and crypto platforms. ## What Happened? On December 17, 2025, Tennis Australia announced that it had signed a multi-year global partnership with Nexo, a digital asset wealth platform. Nexo becomes the **first crypto company to officially partner with a Grand Slam tennis tournament**, covering not just the Australian Open but also the broader Summer of Tennis series including the United Cup, Adelaide International, Brisbane International, and Hobart International. > Nexo has entered a landmark multi-year global partnership with [@TennisAustralia](https://twitter.com/TennisAustralia?ref_src=twsrc%5Etfw), becoming the Official Crypto Partner of the [@AustralianOpen](https://twitter.com/AustralianOpen?ref_src=twsrc%5Etfw) and the Summer of Tennis, including the United Cup, Adelaide International, Brisbane International, and Hobart International. 🧵 [pic.twitter.com/I7NLQYYRYA](https://t.co/I7NLQYYRYA) > > — Nexo (@Nexo) [December 17, 2025](https://twitter.com/Nexo/status/2001275056463163801?ref_src=twsrc%5Etfw) ## Nexo Steps onto Tennis’ Biggest Stage The partnership puts Nexo in front of **millions of global viewers** and over **1.2 million in-person attendees** from the 2025 Australian Open alone. The deal isn’t just about logo placement. It includes a special branding initiative with the **Nexo Coaches Pod**, a new feature highlighting coaching areas courtside at venues such as **Rod Laver Arena**, **Margaret Court Arena**, **John Cain Arena**, and **Kia Arena**. The Nexo Coaches Pod is meant to draw fan attention to the **strategic decision-making and teamwork** between players and coaches. With on-court coaching now part of modern tennis, this feature fits naturally into the viewer experience, offering a lens into how elite players adjust tactics under pressure. According to **Tennis Australia’s Chief Commercial Officer Cedric Cornelis**: “ The Nexo Coaches Pod will shine a light on the strategy and teamwork at the heart of elite tennis on one of the sport’s biggest global stages. Together, we’re creating new ways for fans to connect with the game and the people behind it. Cedric CornelisChief Commercial Officer – Tennis Australia ## A Measured but Meaningful Entry into Crypto Sponsorship While crypto companies have increasingly shown up in sports marketing, **no Grand Slam event had taken this leap** until now. Tennis Australia emphasized that Nexo was selected because of its commitment to **long-term vision, technical depth, and regulatory engagement**. Nexo co-founder **Antoni Trenchev** described the partnership as a perfect match, saying: “ The Australian Open stands at the intersection of excellence and ambition – precisely where Nexo positions itself. Our partnership reflects a shared commitment to disciplined performance and long-term thinking. Antoni TrenchevCo-Founder – Nexo ## Not Nexo’s First Sports Play The partnership with Tennis Australia is part of Nexo’s broader **push into global sports**. In 2025 alone, the platform has become the **title sponsor of the Nexo Championship** on the DP World Tour, previously known as the Scottish Championship. Nexo has also partnered with six major golf events including the **Genesis Scottish Open**, **BMW PGA Championship**, and **DP World Tour Championship in Dubai**. These deals align Nexo with sports known for their **strategic depth and elite individual performance**. The company has prioritized visibility in events that attract high-value audiences and global attention, while keeping the focus on values like **preparation, discipline, and long-term planning**. In Latin America, Nexo made headlines in December by [acquiring **Buenbit**](https://sqmagazine.co.uk/nexo-acquires-buenbit-latin-america-expansion/), a regional crypto platform, further cementing its expansion into Spanish-speaking markets. ## SQ Magazine’s Takeaway I think this is a big move. Not just for Nexo, but for tennis as a whole. This deal says a lot about how far crypto has come from being something niche to becoming part of mainstream, respected events like the Australian Open. What I love is that this isn’t just about putting logos on stadiums. It’s about showing how strategy, data, and long-term thinking apply in both crypto and elite sports. The Coaches Pod is a smart idea. It brings fans closer to what makes top athletes tick. Honestly, this partnership feels like it has depth, not just flash.