Crypto lender Nexo has inked a three-year sponsorship deal with the prestigious DP World Tour, Europe’s premier golf competition, shelling out an eight-figure sum to become the tour’s official digital asset and wealth partner until 2027. While the exact financial details remain under wraps, the partnership signifies a substantial investment in Nexo’s quest to bolster its brand visibility and influence.
Nexo’s Foray into the Fairways
In a move that’s set to leave an indelible mark on both the golfing and crypto landscapes, Nexo will lend its name to one of the tour’s marquee events—the Nexo Championship. Scheduled for August 7-10, 2025, this tournament will unfold at the Trump International Golf Links in Aberdeen, a course that has its own share of notoriety and prestige. This partnership marks a pivotal moment for Nexo, intertwining the worlds of digital assets and sport in a way that’s both audacious and forward-thinking. This development comes amidst a broader narrative of Donald Trump’s evolving stance on cryptocurrency, highlighting the former president’s growing influence in the digital finance sector.
“Nexo’s strategic alignment with a prestigious league like the DP World Tour underscores our commitment to broadening our reach and integrating digital finance into mainstream sports,” remarked Antoni Trenchev, Nexo’s co-founder, in a statement that echoed both ambition and confidence.
Reentering the U.S. Market
This sponsorship agreement comes at a time when Nexo is riding the wave of a successful reentry into the U.S. market. The company had previously retreated from the American financial scene in 2022, citing regulatory stalemates regarding its Earn Interest Product. But as of April this year, Nexo has confidently reestablished its foothold, thanks in part to what Trenchev describes as a more favorable regulatory environment under the leadership of Donald J. Trump. “The U.S. is once again a place where innovation is championed, not stifled,” Trenchev asserted, attributing this shift to the former president’s policies.
The DP World Tour sponsorship dovetails with Nexo’s broader ambitions in the U.S., creating a synergy that could potentially enhance the company’s brand recognition across both sides of the Atlantic. Industry analysts suggest that Nexo’s aggressive expansion strategy may well set a precedent for other crypto firms looking to capitalize on similar opportunities in traditional industries. This is reminiscent of other significant moves in the crypto space, such as Coinbase’s involvement in major crypto seizures, which underscores the sector’s expanding influence.
A Trendsetter in Crypto Sponsorships?
Nexo’s foray into golf sponsorship is not happening in isolation. It reflects a broader trend of cryptocurrency companies venturing into mainstream arenas to bolster their brand presence. This is reminiscent of similar moves by other crypto giants, such as Crypto.com and FTX, which have made significant inroads into sports sponsorships over the past few years.
Dr. Emma Wilkins, a financial analyst focusing on digital currencies, commented on the strategic implications of such deals: “This is more than just a branding exercise; it’s about positioning digital finance as an integral part of everyday life. By associating with well-established sports institutions, crypto firms are accelerating the normalization of digital assets among a wider audience.”
Yet, questions linger about the sustainability of such sponsorships. As crypto markets exhibit their characteristic volatility, the potential for abrupt market shifts raises concerns about whether these sponsorships will yield the desired returns in the long run. Nexo’s move, however, appears to be a calculated gamble, banking on the continued growth and acceptance of digital finance.
As the countdown to the Nexo Championship begins, the eyes of both golf enthusiasts and crypto aficionados will be trained on Aberdeen. This intersection of sports and cryptocurrency is not just a spectacle—it’s a testament to the evolving relationship between traditional and digital economies.
The future remains unwritten, but as Nexo tees off its ambitious venture with the DP World Tour, it’s clear that the company is not just playing the game—it’s reshaping it.
Source
This article is based on: Crypto Lender Nexo Sponsors Europe’s Premier Golf Tour for Eight-Figure Sum
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Steve Gregory is a lawyer in the United States who specializes in licensing for cryptocurrency companies and products. Steve began his career as an attorney in 2015 but made the switch to working in cryptocurrency full time shortly after joining the original team at Gemini Trust Company, an early cryptocurrency exchange based in New York City. Steve then joined CEX.io and was able to launch their regulated US-based cryptocurrency. Steve then went on to become the CEO at currency.com when he ran for four years and was able to lead currency.com to being fully acquired in 2025.
