VALR Partners with Rugby Champions DHL Stormers in Multi-Year Crypto Deal

The crypto industry has always been at the forefront of forging new adoption frontiers. Most recently, to help bring the world of sports into that of digital assets, Africa’s largest crypto exchange VALR, signed a multi-year partnership with top-ranked South African rugby team, the DHL Stormers.

The exclusive three-year deal is set to go live this September, making VALR the official crypto exchange partner of the Stormers as well as all of its affiliated Western Province rugby teams.

Furthermore, the exchange’s logo will feature prominently on the front of the Stormers’ match and training jerseys at all levels, including their flagship United Rugby Championship (URC) squad all the way down to their U19 and U21 teams. Not only that, the exchange will also have its branding spread around Cape Town’s DHL Stadium while also hosting a dedicated VALR VIP suite for its clients on game days.

Lastly, all through the upcoming URC season, VALR plans on rolling out a myriad of "team trading" contests, crypto reward programs, match ticket giveaways, meet-and-greet opportunities, and signed jersey competitions. Simply put, the brand will be hard to miss as it integrates into the Stormers’ match-day experience, driving crypto adoption through sports.

A true convergence of two seemingly disparate visions

In recent interviews, executives from both sides stated that the partnership is rooted in shared values, with Farzam Ehsani, VALR’s co-founder and CEO, noting that the Stormers’ passion and excellence mirror his company’s vision for a unified, inclusive financial future, further noting:

"This collaboration accelerates crypto adoption across South Africa and the African continent as a whole, empowering fans with new and delightful experiences. Partnering with an eminent team like the DHL Stormers allows us to celebrate South Africa’s vibrant spirit while showcasing its role as a global crypto hub."

On the Stormers’ side, Johan le Roux, CEO of Stormers Rugby, called it "fantastic" to have a South African company with global reach on board at the start of an exciting new era for the team, adding that he looks forward to collaborating with VALR as the Stormers "take on the rugby world from the Mother City" with the support of their passionate fanbase.

Not only that, he believes that beyond the financial boost, the sponsorship will help the Stormers achieve their goal of embracing innovation while staying true to their mission to "Make Cape Town Smile."

It also bears mentioning that the deal comes amid a broader push to help bring the crypto and sports world together, with analysts projecting that blockchain firms are willing to spend up to $5 billion on sports sponsorships by 2026, especially in the wake of more and more brands seeking mainstream exposure. Even in South Africa, the Stormers aren’t the first team to strike up a deal of this sort as in 2022, the Bulls (another popular URC franchise) signed a partnership with crypto platform Luno.

Crypto and rugby, an unlikely but formidable pair

From VALR’s perspective, the move provides a strategic vision to reach new audiences. For instance, the Johannesburg-based exchange, founded in 2018, has already grown to serve over 1.5 million users and 1,400 institutional clients globally (offering everything from basic crypto trading to advanced markets like futures and even tokenized stocks).

Also, being backed by $55 million from investors such as Pantera Capital and Coinbase Ventures, VALR has emerged as a leading player in Africa’s crypto sector. It was also among the first exchanges to secure a license under South Africa’s new crypto regulations, lending it even more mainstream credibility.

For the DHL Stormers, the collaboration arrives as the team enjoys success and strong public support, having won the United Rugby Championship in 2022 and reaching the final again in 2023 (drawing over 56,000 fans to a sold-out title match at DHL Stadium). Amidst this backdrop, their partnership with an innovative firm like VALR can potentially bolster fan engagement in a big way.

Therefore, as the 2025/26 season kicks off, Stormers supporters can expect to see the VALR emblem emblazoned on their team’s iconic jerseys and stadium.

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