Cryptocurrency exchange Coinbase has agreed to sponsor the Cronulla Sharks NRL club for the 2025 season and is set to become the club's new front-of-shorts sponsor, with its logo prominently displayed on the players' shorts.

Coinbase is a large player in cryptocurrency trade exchanges, facilitating the trading of digital assets such as Bitcoin and Ethereum. The company launched its operations in Australia in 2021, with the aim of simplifying and securing digital asset engagement for Australians.

To expand its presence in Australia, the move comes as cryptocurrency continues to gain traction in the country, with approximately six million Australians reportedly owning digital assets, suggesting a level of mainstream acceptance.

Country Director of Coinbase Australia, John O'Loghlen, said, "We’re extremely excited to announce our partnership with the Cronulla Sharks for the upcoming 2025 season. Coinbase is the world’s most trusted crypto exchange and as we expand our footprint within Australia, partnering with a team like the Sharks brings a unique way for us to connect with users."

O'Loghlen continued, "Crypto has become a mainstream asset option in Australia, with almost six million Australians owning crypto and growing support from global political and industry figures. We’re extremely excited to be joining forces with the Sharks in what’s shaping up to be a huge 2025 season and look forward to bringing the Coinbase brand to one of the most active and engaged fanbases in the NRL."

Sharks Group CEO, Dino Mezzatesta, stated, "It's tremendously exciting for the Sharks to join forces with an international brand like Coinbase, one of the world's most recognisable and secure cryptocurrency platforms

"Our organisations are similar in that innovation is at the forefront of our thinking. We're delighted to enter a fruitful partnership and have Coinbase proudly featured on our shorts as we aim to break new ground in pursuit of the 2025 NRL title."