$NEXO has secured a long-term partnership with the Australian Open and the entire summer tennis events, becoming the official crypto partner.
The focus of this matter is not on exposure, but on who can still be accepted by the mainstream.
After FTX, top sports IPs are very selective about crypto companies, and a long-term partnership is almost equivalent to a compliance endorsement.
Nexo is a well-established crypto financial platform that initially focused on crypto lending and is now shifting towards digital asset wealth management. Its core selling points are stability, compliance, and longevity, rather than high-yield narratives.
The choice of tennis further illustrates the issue:
This is a circle where users have money, the time span is long, and there is a strong aversion to explosive failures.
Being able to have a long-term presence here means being recognized as capable of lasting long, managing risks, and operating sustainably.
The trend reflected behind this is very clear:
The crypto world wants to return to mainstream visibility; the NFT and gimmick approach is no longer sufficient,
and it must begin to present itself like a financial institution.
