New Zealand’s Super Rugby Pacific clubs have secured a new sponsorship agreement with Swyftx, a Brisbane-based digital asset platform.

Under the terms of the deal, Swyftx will become an official partner of the Crusaders, Highlanders, Gallagher Chiefs, Hurricanes, and Blues. The sponsorship is expected to provide commercial support across each of the five New Zealand franchises, bolstering their operations within Super Rugby Pacific.

The announcement follows Swyftx’s recent entry into the New Zealand sports sponsorship market through a multi-year partnership with the One NZ Warriors, marking the first time a cryptocurrency company has sponsored a professional sporting team in the country. The sponsorship underlines Swyftx’s stated intention to establish a presence in both rugby union and rugby league within Australasia.

Global first

Swyftx, which earlier this year acquired New Zealand’s largest cryptocurrency exchange Easy Crypto, has also signed a parallel agreement with Rugby Australia.

Under this agreement, Swyftx will serve as the official naming rights sponsor for both Super Rugby Pacific and Super Rugby Women’s competitions in Australia, with the sponsorship set to run until the end of 2027.

This arrangement represents the first instance of a cryptocurrency exchange sponsoring a rugby union competition globally.

Swyftx Chief Executive Jason Titman said the partnerships reflect the company’s focus on both growing rugby competitions and furthering its trans-Tasman ambitions.

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. 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,” he says.

New Zealand Super Rugby Clubs Limited spokesperson Roger Clark said the sponsorship highlights rugby’s ability to attract commercial partners from new sectors.

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.

Brand and engagement

Swyftx New Zealand Country Manager Paul Quickenden described the partnership as significant for both rugby in New Zealand and the wider digital economy.

He said Swyftx will benefit from a variety of promotional opportunities across all five Super Rugby Pacific franchises, including LED stadium signage, digital marketing activities, and access to prominent players for company campaigns.

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.

Current figures show that between 9 and 14 percent of New Zealanders have adopted cryptocurrency, compared with adoption rates of 20 to 25 percent in Australia. Quickenden said Swyftx aims to use its sporting partnerships to help make rugby more financially accessible and engaging, as well as to encourage greater participation in digital technologies among New Zealanders.

The company has previously invested tens of millions of dollars in other sports codes, including the NRL, AFL, and cricket, as part of its broader strategy across Australian and New Zealand markets.