Australian payments company Tyro has named UFC fighter Alexander Volkanovski as its 'Chief Tap Out Officer' in a new advocacy campaign titled 'Tyro Big Buyout'.

The campaign, developed by the integrated agency Hello, aims to support local businesses across Australia, with a particular focus on the hospitality sector, which is currently grappling with financial challenges due to the ongoing cost-of-living crisis.

Research commissioned by Tyro in 2025 reveals that nearly a third of small business owners have less than one month's expenses in reserve. The study also highlights that one in four business owners are paying themselves less than they did a year ago. Female business owners appear to be particularly affected, with one in three reporting a decrease in their own pay this year.

The 'Tyro Big Buyout' campaign includes a series of events where Volkanovski will purchase goods from local businesses and distribute them free to the public. The first event is scheduled to take place at Hotel Ravesis in Bondi Beach on February 23, 2025, with two additional events planned later in the year. Participating businesses also have the opportunity to enter a competition to win a $10,000 'Buyout' by visiting Tyro's website.

The campaign is being promoted through various channels including social media, websites, customer relationship management (CRM) systems, public relations efforts, and activations in New South Wales.

Tyro’s Head of Marketing, Sera Awad, said: "This campaign shows Tyro’s commitment to supporting Aussie businesses, by teaming up with Volk, a well-loved Aussie star, and spending big, our aim is to help these local businesses thrive. With his experience as a small business owner and his fearless attitude as a UFC fighter, we knew Volk was the right person for the job!"

Managing Partner at Hello, Sam Kelly, said: "We loved that Tyro was up for doing something brave and disruptive. The concept has been embraced organisation-wide, welcoming Volk into his new role. We often see B2B brands trying to solve business problems with vanilla business influencers, case studies and whitepapers but the reality is we are speaking to humans who also respond to culture and creativity. This thinking coupled with the power of giving back and purpose is as Volk would say ‘a bloody winner all round.'"