Sponsorships have increased viewer and investor awareness of cryptocurrencies at a time when cryptocurrencies are becoming more prevalent in the media and in everyday life. Sports have recognised the potential of cryptocurrencies and blockchain technologies to further monetise fan engagement, attract sponsors, and engage a global market in previously unimaginable ways. Cryptocurrency and blockchain technologies have made it easier for die-hard sports fans, each of whom is a digital citizen, to consume sports and related content after the game has ended. The sports industry needs to come up with new ways to keep clubs and fans connected, and sponsorships like this are one of the many ways that can happen. As more women enter the crypto space, Australia’s only female-led crypto exchange has partnered with tennis star Ajla Tomljanovic.
Read on to find out more.
Melbourne cryptocurrency exchange BTC Markets, Australia’s largest and most prominent crypto exchange, has signed a sponsorship deal with Croatian-Australian tennis player Alja Tomljanovic for the Australian Open and Sydney Tennis Classic tournaments happening this month, January. The largest digital belongings exchange in Australia stated that it is backing Tomljanovic as a part of a partnership impressed partially by “increased investor activity from female investors in the last financial year”. BTC Markets was founded in 2013 by Martin Bajalan, a bitcoin enthusiast who is among a team of nine working to set up an Australian chapter of the Bitcoin Foundation. It is a privately–owned digital asset exchange based in Melbourne, Australia. As one of the most established exchanges in Australia, it aims to provide clients with an efficient, secure, and reliable trading platform. With a geographical focus on Australia, the exchange initially supported bitcoin and litecoin but now offers more than 20 trading pairs against AUD or BTC with tiered trading fees. It has more than 325,000 purchases in Australia and a clientele base that has traded nothing less than $14.3 billion using the platform or .
BTC markets became the latest exchange to join the digital asset industry’s new trend. The cryptocurrency exchange will be sponsoring Ajla Tomljanovic, an Australian professional tennis player. She has won four singles and three doubles titles on the ITF circuit. Tomljanovic was an accomplished junior player, reaching a combined careerhigh junior ranking of No. 4 in 2009. Tomljanovic began competing for Australia in 2014, beginning with the 2014 US Open after obtaining permanent residency in Australia, and she was granted Australian citizenship in 2018, allowing her to represent the country in all events. Concerning the sponsorship, BTC markets posted on their Twitter page, saying that it feels like Tomljanovic moves as fast on the court as crypto does on exchanges. It is also added that she encapsulates the promise and potential of Australia. To celebrate the sponsorship, BTC markets organised a give-away competition for the fans and gave out two free tickets to see Tomljanovic play in the Sydney Classic on January 11. It offered users of the crypto exchange the chance to win tickets to the tournaments and meet the tennis stars in exchange for a nonfungible token displaying proof of attendance.
This is not the first time that tennis and crypto have united, as their worlds have already intertwined in the 2021 Davis Cup. In October 2021, the Davis Cup, the world cup of tennis, signed a deal with Chillz, the global blockchain provider for the sports industry, so the Davis Cup was the first tennis brand to partner with the fan engagement and reward app, Socios.com. However, this partnership was yet to be witnessed in Australia, so I understand what BTC markets CEO Caroline Bowler meant when she said, “Tennis and crypto partner at last.” This is not just a great feat for the Australian sports industry, but for every woman in sports. It shows support and recognition. Restating what was said earlier, the partnership was influenced partially by the increase in the number of female investors using the platform to invest. This partnership goes a step forward to show the kind of opportunities women can provide for other women when we take active roles in our communities and when we actively show support for female sports. This sponsorship is truly inspiring, and we hope to see more of it.