Easy Crypto CCO Paul Quickenden and Roger Clark, CEO of the Highlanders rugby team.
Auckland – In a move blending digital finance with the equally fast-paced sports sector, Australian cryptocurrency exchange Swyftx is investing millions into New Zealand's sports scene, marking a significant expansion following its acquisition of Easy Crypto earlier this year.
This multimillion-dollar push, building on Swyftx's sponsorships in Australia - where the company claims an overall annual spend of A$10 million - aims to expand how Kiwis engage with crypto through mainstream sports partnerships.
The centerpiece of Swyftx's New Zealand strategy includes a multi-year sponsorship with the One New Zealand Warriors rugby league team, as well as official partnerships with the five Super Rugby Pacific teams - The Blues, Chiefs, Hurricanes, Crusaders, and Highlanders - announced in October 2025.
Swyft'x has a multimillion-dollar naming rights deal with Rugby Australia
Publicity stunt or real impact?
The sponsorships highlight crypto platforms' shift toward mainstream integration, akin to Crypto.com's and VeChain’s central role in UFC events, viewed by tens of millions of people.
In New Zealand, these deals represent an NZ equivalent milestone, bringing digital asset branding to high-profile rugby competitions, potentially exposing millions of fans to cryptocurrency concepts.
Industry observers note that such partnerships help normalize crypto in everyday contexts, especially as the sector rebounds from past volatility and continues its pathway towards mainstream acceptance.
The deal is expected to help establish Swyftx's mainstream identity as a recognized New Zealand on/off ramp.
ALKAMI - New Zealand's World Chace Tag team
First ever sports sponsorship in New Zealand? Disputed
Swyftx's deals are touted as the first crypto sponsorships of professional sports teams in New Zealand, but this is contested by smaller team in a niche arena.
The ALKAMI World Chase Tag team, captained by Wellington's James Anthin Ferrige, secured 2024 sponsorship from Hawkes Bay's Bitcoin Brothers - providing cash and crypto for travel expenses like fuel at Z stations - following their 2023 inaugural league victory at Wellington's Kilbirnie Recreation Centre.
However, this smaller-scale precedent highlights early grassroots efforts, while Swyftx's multi-team rugby deals represent a broader step in integrating crypto into established national sports.