Nexo has entered a multi-year sponsorship agreement with Tennis Australia to become the Official Crypto Partner of the Australian Open and the Summer of Tennis events. The partnership includes branding across major tournaments such as the United Cup and multiple ATP and WTA lead-up events, with on-court visibility during matches.
The agreement marks a notable step for Nexo as it continues to reposition itself following earlier regulatory challenges. The company exited the US market in 2022 amid scrutiny of its interest-bearing products, later reaching a settlement with regulators. It has since returned to the US and is working to reframe its business as a broader digital asset wealth platform.
The deal also reflects a broader, measured re-entry of crypto firms into sports marketing after a sharp pullback following the 2022 market downturn. Recent sponsorships suggest renewed confidence in brand partnerships tied to established global sporting events.
