The Tennis Australia (TA) governing body has bolstered its commercial portfolio, adding digital asset platform Nexo as the first cryptocurrency partner of its flagship Australian Open Grand Slam and warm-up tournaments.
The multi-year deal sees Nexo become the official crypto partner of the Australian Open, as well as of other tournaments organized by TA, including the mixed-gender United Cup teams’ tournament, Adelaide International, Brisbane International, and Hobart International.
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As part of the agreement, Nexo will gain visibility at the Australian Open by sponsoring the tournament’s ‘coaching pods’ – a dedicated area closer to the court introduced in 2025 in which four members of a player's support staff are allowed to provide more frequent in-match coaching.
Nexo branding will appear across the coaching areas in Rod Laver Arena, Margaret Court Arena, John Cain Arena, and Kia Arena, starting from the 2026 edition, which will run between January 12 and February 1 at Melbourne Park, Victoria.
Credric Cornelis, Tennis Australia’s chief commercial officer, has said: “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.
“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.”
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By GlobalDataThe agreement marks the first time a digital asset company has partnered with a Grand Slam tennis tournament.
The deal also builds on Nexo’s growing sport sponsorship portfolio, which this year saw the company add partnerships with golf’s DP World Tour, the Acapulco Tennis Open, and the Mifel Tennis Open.
Nexo co-founder Antoni Trenchev said: “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. We are honored to join Tennis Australia in elevating the sport while showcasing the value of intelligent digital tools to a global audience.”
The new agreement also adds to the Australian Open’s stable of sponsors ahead of the 2026 edition, having most recently signed up yoghurt brand YoPro last week.
In October, meanwhile, the organization secured international healthcare group Bupa as the tournament’s official healthcare partner and digital health partner, while also adding Pernod Ricard-owned spirits brand Altos as the official tequila of the marquee event.
Other prominent sponsors include Dubai-based airline Emirates, tyre manufacturer Pirelli, car brand Kia, luxury watchmaker Rolex, and M&M’S Australia, the Australian subsidiary of the chocolate brand owned by snack manufacturer Mars Wrigley.
