• Carlos Alcaraz gained the 2026 Australian Open, defeating Novak Djokovic to grow to be the youngest man to finish a profession Grand Slam.
  • Nexo secured high-visibility branding because the match’s first-ever crypto accomplice, with its emblem prominently featured on the brand new on-court “teaching pods.”
  • The partnership follows $45 million in penalties Nexo has confronted since 2018, because the agency makes use of main sports activities sponsorships to hunt mainstream monetary credibility.

Carlos Alcaraz’s victory over Novak Djokovic on the 2026 Australian Open marked a milestone for tennis, however equally a well timed showcase for Nexo, the digital wealth platform whose branding dominated the brand new teaching pods. 

As Alcaraz sealed the profession Grand Slam, Nexo’s emblem sat in full view, giving the crypto lender one of many match’s most seen sponsorship slots.

Nexo’s Australian Open sponsorship started simply two weeks after California fined the corporate US$500,000 (AU$765,000). Based in 2018, Nexo has collected about US$45 million (AU$68.8 million) in regulatory penalties, even because it pushes deeper into high-profile sports activities.

Milestone For Crypto Sponsorship

Nexo’s Advertising and marketing Supervisor Konstantin Rangelov told Forbes the partnership with Tennis Australia is supposed to showcase “self-discipline, innovation, and foresight” and place digital belongings inside mainstream finance. 

Nexo’s partnership with Tennis Australia and the Australian Open is a significant second for each our firm and the broader digital asset ecosystem. Sports activities sponsorships permit platforms like ours to showcase the values that underpin digital finance – self-discipline, innovation, and foresight (…) We live by these values and concurrently demonstrating that digital asset establishments belong not solely within the extra tech-centric blockchain area but additionally on a number of the world’s most prestigious cultural and sporting levels.

Konstantin Rangelov, Model Advertising and marketing Supervisor at Nexo.

Equally, Mark Conrad, a professor of legislation and ethics at Fordham College and director of its sports activities enterprise program, advised Forbes that crypto corporations are chasing the identical prosperous fan base lengthy focused by banks and asset managers. 

However why tennis? Principally, the concept is that tennis has an viewers that’s snug with monetary danger and more and more acquainted with prediction markets and speculative merchandise—not less than, that’s what Conrad mentioned.

Youthful audiences search for completely different engagements with a product, plus, the tolerance by followers typically to prediction, betting, investments in several merchandise helps enhance crypto.

Mark Conrad, professor of legislation and ethics at Fordham College.

However the Australian Open deal is just one aspect of a wider sports activities technique, as Nexo has additionally grow to be the primary title accomplice of the ATP 500 Dallas Open underneath a multi-year settlement. 

The match, certainly one of simply two ATP 500 occasions in the US and the one indoor ATP Tour cease within the nation, will carry the Nexo model and has already benefited from resurfaced public courts in North Texas funded by the partnership.

Learn extra: Crypto Sell-Off Deepens as Bitcoin Briefly Dips Below $84K

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