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A New Partner Joins One of Sport’s Biggest Stages
Melbourne has long been a place where tennis sets the tone for the year ahead. Now, the Australian Open is also marking a turning point in how global sport engages with digital finance.
On December 17, 2025, Nexo confirmed it has signed a multi-year global partnership with Tennis Australia. The agreement names Nexo as the Official Crypto Partner of the Australian Open and the broader Summer of Tennis series. The deal includes major events such as the United Cup, the Adelaide International, the Brisbane International, and the Hobart International.
This partnership carries a distinction that reaches beyond branding. It is the first time a digital asset company has entered into an official partnership with a Grand Slam tournament. Tennis Australia and Nexo both framed the agreement as a long-term commitment rather than a short-term sponsorship.
The move places Nexo alongside a small group of global brands associated with one of the most watched sporting events in the world. The Australian Open draws hundreds of millions of viewers each year and serves as a showcase for both elite performance and new ideas in sport presentation.
What the Agreement Covers
Under the terms of the partnership, Nexo will have a visible presence across the Australian Open and other Summer of Tennis events. Central to that presence is the Nexo Coaches Pod, which will feature branding within on-court coaching areas.
These areas are positioned at some of the tournament’s most recognizable venues, including Rod Laver Arena, Margaret Court Arena, John Cain Arena, and Kia Arena. The Coaches Pod concept focuses attention on the tactical side of tennis, where coaches and players exchange insight during matches under the sport’s revised coaching rules.
Tennis Australia indicated that the feature is intended to give fans a clearer view of preparation, teamwork, and decision-making at the highest level of the game. Nexo’s involvement ties its brand to those moments of analysis rather than to spectacle alone.
Beyond the Australian Open itself, the partnership extends across the full Summer of Tennis calendar. That reach allows Nexo to maintain a continuous presence from the start of the season through multiple tournaments held across Australia.
A First for a Grand Slam
The agreement stands out for its timing and scope. While crypto and digital asset firms have appeared in sports sponsorships over the past decade, Grand Slam tournaments have remained cautious.
Tennis Australia’s decision reflects a measured approach. Officials described Nexo as a company whose focus on long-term planning and technical depth aligns with the tournament’s own priorities. The organization emphasized innovation, but also pointed to stability and experience as key factors in selecting a partner.
For Nexo, the deal represents an entry into one of sport’s most established arenas. The company has positioned itself as a platform built around digital assets, wealth management tools, and client services. Its leadership has spoken publicly about the importance of patience, discipline, and informed decision-making, themes that mirror the demands of professional tennis.
This alignment appears central to the partnership’s narrative. Rather than framing the deal around novelty, both sides highlighted shared values related to performance and preparation.
Inside the Coaches Pod Concept
The Coaches Pod is not merely a branding exercise. On-court coaching has become a focal point of modern tennis, offering viewers insight into how matches unfold beyond raw athletic ability.
By placing its name on these areas, Nexo associates itself with the strategic layer of the sport. Tennis Australia explained that the aim is to deepen fan understanding of how players adjust tactics, manage pressure, and respond to changing conditions.
The feature will appear consistently across the tournament’s main courts, ensuring that it remains visible during high-profile matches. Broadcast coverage is expected to include regular shots of the coaching areas, further integrating the concept into the viewing experience.
For spectators in the stands and those watching globally, the Coaches Pod provides a reminder that elite tennis is shaped by planning as much as execution.
Nexo’s Growing Presence in Global Sport
The Tennis Australia agreement follows a series of sports partnerships announced by Nexo earlier in 2025. Over the course of the year, the company became the Official Digital Wealth Platform of the DP World Tour. It also signed deals as an official partner of the Acapulco Tennis Open and the Official Crypto Partner of the Mifel Tennis Open.
Together, these agreements show a clear focus on tennis and golf, sports often associated with global audiences and individual performance. Each partnership has emphasized analysis, discipline, and long-term thinking rather than short-term attention.
Industry observers note that such partnerships reflect a broader trend. Financial technology companies, including those operating in fintech and digital assets, increasingly seek associations with sports that value precision and preparation.
Nexo’s strategy appears consistent with that approach. The company has not announced promotional giveaways tied to the Australian Open. Instead, the focus remains on brand presence and alignment with the sport’s values.
Tennis Australia’s Broader Strategy
Tennis Australia has built a reputation for testing new ideas while preserving the traditions of the game. Innovations in scheduling, fan engagement, and broadcast technology have become regular features of the Australian Open.
Officials described the partnership with Nexo as part of that wider effort. The organization continues to explore how technology and data can enhance the experience for players, fans, and partners alike.
The Summer of Tennis series provides a platform for experimentation across multiple cities and venues. By extending the partnership beyond Melbourne, Tennis Australia ensures consistency and visibility throughout the season’s opening weeks.
The governing body also stressed that any partnership must meet its standards for integrity and responsibility. That consideration is particularly important given the global attention the Australian Open receives.
The Business Context
Nexo operates as a digital assets platform serving clients across more than 150 jurisdictions. Since its launch in 2018, the company has expanded its range of services, including savings products, crypto-backed loans, trading tools, and payment solutions.
According to company figures, Nexo manages more than $11 billion in assets under management and has processed over $371 billion in transactions. These numbers place it among the larger players in its sector.
The company’s leadership has consistently pointed to regulatory engagement and infrastructure as priorities. That stance may have helped ease concerns around partnering with a Grand Slam event.
From a business perspective, the Australian Open offers global exposure across broadcast, digital, and on-site channels. For Nexo, the partnership provides access to audiences in regions where tennis maintains strong followings, including Europe, Asia, and North America.
What Fans Can Expect
For fans, the most visible change will be the appearance of the Nexo Coaches Pod during matches. The feature is designed to blend into the tournament’s presentation rather than dominate it.
Tennis Australia indicated that the partnership will also support content that explains the role of coaching and preparation in modern tennis. The goal is to help audiences better understand what happens between points and sets.
There has been no announcement of fan promotions, contests, or product integrations tied to the deal. That restraint aligns with the stated aim of keeping the focus on the sport itself.
Looking Ahead
The partnership begins at a time when sports organizations are reassessing how they work with technology firms. The Australian Open’s decision may influence how other major events approach similar opportunities.
For now, the agreement stands as a notable first. A digital asset company has secured a place within the official framework of a Grand Slam tournament. Both parties have presented the move as a measured step grounded in shared priorities.
As the next Australian Open approaches, attention will turn to how the partnership unfolds in practice. The Coaches Pod will offer a clear point of reference, visible to players, fans, and viewers around the world.
The broader significance may take longer to assess. What is clear is that tennis, a sport rooted in tradition, continues to find ways to reflect changes in the wider economy without losing its core identity.
That balance, like a well-played match, depends on timing, judgment, and discipline.
