VALR announces three-year sponsorship agreement with the DHL Stormers

The deal, announced in August and running for three years until 2028, makes VALR the Official Crypto Exchange Partner of the DHL Stormers.

VALR, one of South Africa’s largest cryptocurrency exchanges, has entered into a three-year sponsorship agreement with the DHL Stormers, marking the company’s first major move into professional sports marketing. The partnership, initially confirmed in August, designates VALR as the rugby team’s Official Crypto Exchange Partner through 2028.

The collaboration was visible during the Stormers’ season opener against Leinster Rugby on 26 September in Cape Town, where the VALR brand appeared on match and training kits and across signage at DHL Stadium. A promotional helicopter flight carrying a “Crypto For Everyone” banner also accompanied the launch.

Founded in 2018 and headquartered in Johannesburg, VALR provides digital asset trading and related services to more than 1.6 million retail and institutional clients. The company is licensed by South Africa’s Financial Sector Conduct Authority (FSCA) and offers products including crypto trading, tokenised equities, yield-earning features and VALR Pay, which enables payments at participating merchants.

According to the company, the partnership aims to extend VALR’s visibility to a broader consumer base and support general awareness of digital-asset products in South Africa. Executive comments from the exchange framed the initiative as part of a broader effort to increase participation in the country’s digital-finance ecosystem.

The announcement also coincides with promotional campaigns linked to the rugby season, including sign-up incentives and rewards distributed in Bitcoin. VALR says the initiatives are designed to introduce prospective customers to the platform’s services and encourage early engagement. Details of the campaigns are available on the company’s website.