Crypto Meets the Tryline: VALR and the Stormers Power Up a Digital Fandom Revolution

VALR, Africa’s largest cryptocurrency exchange by trade volume, has entered into a multi-year partnership with the DHL Stormers, a leading rugby team based in Cape Town. The agreement, announced on August 22, 2025, positions VALR as the “Official Crypto Exchange Partner” of the DHL Stormers. The collaboration is set to span three years, with the partnership beginning on September 1, 2025, and concluding on August 31, 2028. This partnership is a significant step in the growing trend of cryptocurrency companies aligning with sports teams to expand their market presence and promote digital asset adoption [3].

The partnership encompasses all of the Stormers’ rugby teams competing in major tournaments such as the Vodacom United Rugby Championship (URC), Investec Champions Cup, Carling Currie Cup, and South African U19 and U21 competitions. As part of the agreement, VALR’s branding will be prominently displayed at the DHL Stadium, including on the team’s official match and training kits. Additionally, the exchange will maintain a branded VIP suite at the venue for institutional clients and partners, reinforcing its visibility and engagement with key stakeholders [3].

VALR’s collaboration with the DHL Stormers includes a range of fan engagement initiatives. These efforts include crypto-based reward programs, team trading competitions, and exclusive opportunities for fans to win game tickets, meet players, and receive merchandise such as signed jerseys. Fans will also have the chance to attend VALR-hosted meetups, enhancing their experience as both rugby supporters and crypto enthusiasts [3]. These activations are designed to encourage new and existing customers to interact with VALR’s platform in a dynamic and rewarding environment.

The partnership underscores VALR’s commitment to expanding crypto adoption in South Africa and across the African continent. The company serves over 1.5 million users globally and more than 1,400 institutional clients. It is licensed by South Africa’s Financial Sector Conduct Authority (FSCA) and approved in Europe, making it a trusted player in the crypto industry. With a diverse suite of products—ranging from tokenised U.S. stocks to spot trading, futures, and staking—VALR is well-positioned to support both retail and institutional users. This agreement with the DHL Stormers aligns with its broader mission to drive financial inclusion and access to crypto-powered services [3].

For the DHL Stormers, the partnership offers both financial and strategic benefits. The team’s leadership sees this collaboration as a way to align with a forward-thinking and globally oriented partner, reinforcing their vision for the future of sports and finance. The Stormers, known for their passionate fanbase and dynamic style of play, are set to leverage this partnership to expand their global profile and connect with audiences who are increasingly interested in digital assets. The team’s CEO, Johan le Roux, noted that the partnership marks the start of an exciting new era for the club [3].

The collaboration reflects a broader global trend where cryptocurrency firms are increasingly entering into partnerships with sports teams. These alliances not only enhance brand visibility but also serve as a bridge to new audiences who may not have previously engaged with crypto. By combining the appeal of sports fandom with the innovation of financial technology, such partnerships aim to make cryptocurrency more accessible and appealing to a wider demographic. VALR and the DHL Stormers are positioned to lead this movement in South Africa, leveraging the unique energy and reach of the sporting world to advance the cause of digital finance [3].

Source: [3] VALR Named Official Crypto Exchange Partner of DHL Stormers in Multi-Year Deal (https://www.prnewswire.com/news-releases/valr-named-official-crypto-exchange-partner-of-dhl-stormers-in-multi-year-deal-302535772.html)