Swyftx, the cryptocurrency exchange platform, has continued its Australian rugby sponsorship push, crossing codes from league to union to sponsor the Super Rugby Pacific and Super Rugby Women's competitions.
Through the multi-year agreement, which will run through 2027, Swyftx will sponsor the Australian presence of both competitions, which will now be known as Swyftx Super Rugby Pacific and Swyftx Super Rugby Women’s, respectively, within Australia.
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Super Rugby Pacific has differing title sponsors in Australia, Fiji (where it is known as Shop N Save Super Rugby Pacific), and New Zealand (where it is known as DHL Super Rugby Pacific), based on separate agreements with the respective country’s rugby unions.
With that secured, Swyftx branding will appear on the kits of all four Australia-based Super Rugby Pacific sides and all five Super Rugby Women’s teams as part of the competition’s logo.
In doing so, Swyftx replaces Smartech, which took over as Super Rugby’s title sponsor in Australia ahead of the 2025 campaign.
Past title sponsors of Super Rugby include telecoms giant Vodafone, international investment bank Investec, and Sydney-based brewery Tooheys.
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By GlobalDataSwyftx is also set to launch a similar sponsorship deal with Super Rugby Pacific’s five New Zealand sides, which could see it replace DHL as the title sponsor of the competition in that country.
The firm has already launched its sponsorship presence in the market through a deal this week with the New Zealand Warriors franchise, becoming the first cryptocurrency sponsor of a professional sports team in the territory.
Swyftx also claims it is the first cryptocurrency exchange to sponsor a club rugby union competition, and it already has a strong presence across rugby league in the country, serving as a sponsor of the top-flight National Rugby League competition.
That deal, Swyftx claims, contributes to an overall annual sponsorship spend of A$10 million ($6.5 million) per year in Australia alone, with the company adding it intends to spend “millions of dollars” on sponsorships in New Zealand also, “with expectations that this figure will grow as local adoption [of the service] expands.”
Paul Quickenden, Swyftx country manager for New Zealand, said: “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.”
John Titman, Swyftx, chief executive, added that cryptocurrency adoption in Australia stands at between 20% and 25%, compared to between 9% and 14% in New Zealand, and added that he sees sports sponsorship as “one of the most effective ways” to close that gap.
