Swyftx Secures Naming Rights for Super Rugby Pacific and Super Rugby Women’s

Australian cryptocurrency exchange Swyftx has signed on as the official naming rights partner for Super Rugby Pacific and Super Rugby Women’s in Australia through to the end of the 2027 season, marking Rugby Australia’s (RA) first-ever partnership with a crypto brand.

The long-term deal, which includes branding across the four Australian Super Rugby Pacific clubs and all five Super Rugby Women’s teams, signals a major step in RA’s commercial diversification ahead of an important period for the sport, with the 2027 Rugby World Cup to be hosted on home soil.

The partnership also extends across the five New Zealand Super Rugby clubs, further cementing Swyftx’s presence in the trans-Tasman sporting market. It replaces SMARTECH, which held naming rights in 2025, as the competitions’ title sponsor.

Commenting on the partnership, Rugby Australia CEO, Phil Waugh, said: “We’re delighted to welcome Swyftx to the Australian rugby family with a partnership that will elevate the Super Rugby Pacific and Super Rugby Women’s competitions.”

“As an Australian business with an expanding global network, Swyftx will help our world-class competitions engage with new and diverse audiences,” Waugh said.

Adding his enthusiasm on the partnership, Swyftx CEO, Jason Titman, expressed: “Super Rugby Pacific is one of the great club competitions and rugby union is one of the great global sports.”

“We see this partnership as a great way for Swyftx to connect with new fans and support Australians and New Zealanders to securely embrace a new technology,” Titman said.

The move reflects a broader trend of crypto and fintech brands investing in major sports properties to drive awareness and adoption, particularly among younger and digitally engaged audiences.

While the crypto sector has faced volatility in recent years, Swyftx’s involvement represents a calculated effort by Rugby Australia to engage with a fast-growing technology sector and attract new commercial revenue streams.

For Swyftx, which already holds partnerships with the Brisbane Lions (AFL), NRL, and several Big Bash League teams, the agreement provides extensive visibility across broadcast, digital, and grassroots channels.

The exchange, which boasts 1.3 million users across Australia, New Zealand, and the United States, will seek to leverage the platform to promote its role as a secure and locally owned alternative in the digital asset space.

The agreement arrives as Super Rugby prepares to celebrate its 30th anniversary in 2026, providing a valuable marketing window for both parties to drive engagement initiatives ahead of rugby’s next global cycle.

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