- Swyftx has signed a multimillion-dollar, two-year naming rights deal for Super Rugby Pacific and Super Rugby Women’s in Australia, extending to New Zealand clubs.
- The agreement marks Rugby Australia’s first crypto sponsorship, reflecting growing confidence in rugby’s resurgence and fan engagement.
- Rising viewership and rugby’s improving performance attracted Swyftx, aligning with a global surge in crypto-backed sports sponsorships.
Australian crypto exchange Swyftx is the new title partner for Super Rugby Pacific and Super Rugby Women’s in Australia under a multimillion-dollar, two-year deal. The partnership grants Swyftx branding rights on the kits of the four Australian Super Rugby Pacific clubs and all five Super Rugby Women’s teams. It also includes collaboration with the five New Zealand Super Rugby outfits, uniting both nations’ competitions under one naming partner for the first time.
This marks Rugby Australia’s first-ever crypto sponsorship, replacing Smartech as the previous title sponsor. The deal includes an option to extend beyond 2027 and coincides with Super Rugby’s preparations for its 30th anniversary in 2026. Rugby Australia Chief Executive Phil Waugh said the partnership will strengthen the competition’s reach and appeal to a wider fan base.
As an Australian business with an expanding global network, Swyftx will help our world-class competitions engage with new and diverse audiences.
Phil Waugh, CEO of Rugby AustraliaWaugh noted that Super Rugby’s viewing numbers have grown substantially, with Stan Sport’s audience up by 27% and Nine’s free-to-air ratings rising 13% during the latest season. He added that these positive metrics made the tournament more appealing to Swyftx.
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Tapping a New Fan Base
Brisbane-based Swyftx, which has 1.5 million users across Australia, New Zealand, and the United States, has already invested tens of millions of dollars in sports partnerships with the AFL’s Brisbane Lions, NRL, and Big Bash League clubs. CEO Jason Titman said the partnership was an opportunity for the firm to reach new audiences.
We see this partnership as a great way for Swyftx to connect with new fans and say we’re here, and we’re supporting Australians and New Zealanders to securely embrace a new technology.
Jason Titman, CEO of SwyftxThe investment is part of a broader global trend of cryptocurrency companies expanding into sports sponsorships, with the sector’s total value estimated at over US$500 million (AU$769.9 million).
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