DHL Stormers Welcome Crypto Exchange VALR as Official Partner in Multi-Year Deal

The Western Cape’s storied rugby franchise, the DHL Stormers, has announced its foray into the crypto arena via a multi-year partnership with Africa’s largest exchange, VALR. Announced today, the three-year agreement (running from September 2025 to August 2028) designates VALR as the official crypto exchange partner of the Stormers and all associated teams. 

Unlike sponsorships that begin and end with a simple logo on some jersey, this collaboration is geared toward interactive fan experiences. And, while VALR’s branding will indeed appear on the front of the Stormers’ match and training kits (across the URC, Currie Cup, and age-group teams) as well as around Cape Town’s DHL Stadium, the real focus is going to be on engaging supporters beyond signage. 

Fan engagement as a cornerstone

Throughout the season, VALR will host a number of crypto-themed initiatives for Stormers fans, including “team trading” contests on the exchange’s platform, crypto reward programs tied to team performance, and other exclusive promotions. Moreover, supporters can win match tickets, attend meet-and-greets with players, and even receive signed team jerseys and merchandise by participating in certain activities facilitated by the VALR team.

If that wasn’t enough, the exchange also plans to host community meet-ups and educational sessions for crypto-curious fans, with the hope of blending rugby fandom with the digital asset realm (thus demystifying the industry, in the process).

Looking beyond the pitch 

From the outside looking in, the partnership comes at a time when sports and crypto are increasingly intersecting. Farzam Ehsani, co-founder and CEO of VALR, believes the Stormers deal is symbolic of two compatible value sets interwining, adding:

“At VALR, we’re committed to revolutionising the global financial system to serve the world, and partnering with an eminent team like the DHL Stormers allows us to celebrate South Africa’s vibrant spirit as a global crypto hub.” 

Echoing a somewhat similar sentiment, Stormers’ CEO Johan le Roux noted that it was the best-case scenario to have a South African company with immense international reach on board with them, characterizing the timing as the start of an “exciting new era” for the team. He further opined that by working with an innovative firm like VALR, the Stormers will be able to “take on the rugby world from Cape Town.”

Lastly, it should be highlighted that this deal is one of the most high-profile crypto sponsorships in South African sports to date, having followed a similar move by another URC franchise, the Bulls, back in 2022. 

What lies ahead?

For VALR, the Stormers alliance is part of a push to cement its leadership within a fast-evolving industry, especially given the fact that it now serves over 1.5 million users globally (offering them a wide range of crypto trading and investment services). Even more notably, VALR recently became the first African platform to introduce tokenized stock trading of U.S. equities, thus tying trad-fi familiarity with crypto innovation.

Not only that, the company was also among the first exchanges to secure licenses under South Africa’s new crypto regulations, subsequently expanding into markets across Europe and the Middle East. 

At the same time, the DHL Stormers are coming off strong performances and looking to build for the future. The team won the inaugural United Rugby Championship in 2022 and has remained a top contender since, being backed by one of the sport’s most enthusiastic fan bases. In fact, crowds at the team’s home ground (the DHL Stadium) have broken records, with over 56,000 fans packing the venue for the 2023 URC final. 

Thus, with the 2025 season about to kick off in approximately a month’s time, Stormers fans are set to see the VALR emblem on their team’s jerseys and stadium. That said, the impact of this deal could run deeper than a new logo because if successful, the partnership could introduce a new audience to crypto, setting a precedent for future sports x crypto collaborations (by driving both fan engagement and financial inclusion). Interesting times ahead, to say the least!