BLUES PARTNER WITH SWYFTX
New Zealand’s five Super Rugby Pacific clubs are set to benefit from the signing of a new sponsorship deal.
The landmark investment will see digital asset platform Swyftx, which earlier this year acquired New Zealand’s largest crypto exchange Easy Crypto, become an official partner of the Blues, Crusaders, Highlanders, Gallagher Chiefs and Hurricanes.
The announcement comes just days after Brisbane-based Swyftx inked New Zealand’s first cryptocurrency sponsorship of a professional sports team through its multi-year partnership with the One NZ Warriors, underlining the company’s ambition to build a multi-code footprint across both rugby league and rugby union.
A parallel deal with Rugby Australia will see the digital assets exchange take over as the official naming rights sponsor of both Super Rugby Pacific and the Super Rugby Women’s competitions in Australia until the end of 2027. The partnership is the world’s first sponsorship of a rugby union competition by a cryptocurrency exchange.
Jason Titman, Swyftx CEO, said the agreement cements the company’s ambition to grow both competitions and marks a major step in its trans-Tasman strategy.
“Super Rugby Pacific is one of the great club competitions and rugby union is one of the great global sports. To be the first exchange globally to sponsor teams at this level is a huge milestone. We’re delighted to support rugby’s growth as we approach the 2027 World Cup. This partnership is part of our broader strategy to connect with fans across both New Zealand and Australia,” he said.
“Sport provides us with a direct way to connect with millions of people. This partnership says very clearly that Swyftx is here and we’re supporting New Zealanders to securely embrace new technology.”
New Zealand Super Rugby Clubs Limited spokesperson, Roger Clark, said the world-first partnership highlights rugby’s ability to attract new categories of commercial partners.
“This is an exciting development for New Zealand Super Rugby Clubs Limited and for our Super Rugby Clubs in New Zealand - the Blues, Gallagher Chiefs, Hurricanes, Crusaders and Highlanders. Partnerships like this are critical for keeping the game strong, sustainable and accessible to fans.”
Paul Quickenden, country manager of Swyftx NZ, said the landmark sponsorship represents a defining moment for both rugby and the country’s digital economy.
The partnership provides the company with extensive branding and engagement opportunities across all five Super Rugby Pacific franchises, including LED stadium signage, digital campaigns, and access to marquee players for promotional content.
“Rugby is part of New Zealand’s DNA, and this partnership gives us a platform to invest directly in the game’s future. It’s about supporting a sport that unites communities while introducing more Kiwis to the opportunities that come with embracing digital innovation.”
In New Zealand, crypto adoption currently sits between 9 and 14 percent, well behind Australia where around one in five adults are investors and overall uptake is between 20 and 25 percent.
Quickenden said their goal is to grow participation rates in New Zealand by pairing digital innovation with sporting partnerships that make games more financially accessible and engaging for fans.
The company has invested tens of millions of dollars into codes including the NRL, AFL and cricket.