Binance Australia partners Jack Robinson in landmark surf deal

Binance Australia has entered the surf sponsorship arena through a deal with Australian surfing champion Jack Robinson.

The partnership is recognised as the first time a major cryptocurrency exchange has sponsored a professional surfer in Australia. It marks Binance's initial foray into global sponsorships within the surfing sector, an area traditionally supported by surf and lifestyle brands.

Jack Robinson, who has twice been named Australian Surfer of the Year and recently secured a Silver medal at the Paris 2024 Olympics, will become Binance Australia's ambassador. He is expected to engage in efforts to educate Australians about blockchain technology, digital assets and the wider cryptocurrency ecosystem.

The collaboration has been highlighted as a reflection of the broader shift in sports sponsorships, with digital asset platforms increasing their engagement in sport to reach greater audiences and demonstrate the mainstream accessibility of cryptocurrency.

James Quinn-Kumar, Director of Community Engagement at Binance Australia and New Zealand, described the partnership's significance for both the company and the sport.

"We are incredibly excited to welcome Jack Robinson to the Binance Australia family in this first-of-its-kind partnership," said Quinn-Kumar. "Jack's fearless approach to surfing resonates with the ethos of Binance. Surfing is the ultimate expression of freedom, just as blockchain and crypto offer the freedom of financial self-expression, and together we want to further our mission to educate Australians about the opportunities presented by digital assets."

Robinson, whose reputation has been built on tackling some of the world's most difficult waves, echoed the message of seizing opportunities in both surfing and technology.

"In the ocean, timing is everything. Success comes from trusting your instincts and moving fast before the wave even shows itself. The future belongs to those who move first, and I'm proud to be riding into it with Binance," said Robinson.

This agreement continues a trend of major sports figures and teams partnering with digital asset companies. Binance's existing sponsorship portfolio includes footballer Cristiano Ronaldo and the BWT Alpine Formula One team.

Through his new role, Robinson will focus on promoting crypto education and accessibility to the surfing community and the broader Australian public. The company stated that the partnership aims to help surfers and their supporters understand digital assets and clarify how Binance makes cryptocurrency more accessible to Australians.

Surfing's cultural significance in Australia, serving as both a pastime and a symbol of sporting achievement, was referenced in the partnership announcement. The deal is portrayed as demonstrating the shared values between cryptocurrency and surfing, including boldness, independence, and a willingness to move into new territory.

The sponsorship is seen as reinforcing the direction sports sponsorship is taking, with digital asset firms now a noticeable presence in a variety of sporting codes, beyond more established relationships with football and motorsport.