Crypto wealth platform Nexo has signed on as the official crypto partner of the Mifel Tennis Open, its second ATP partnership in Mexico this year, as it seeks deeper exposure to Latin Americaโs fast-growing digital asset market.
Building a Base in a Crypto Hotspot
The Mifel Tennis Open, held annually in Los Cabos, is an ATP 250-level tournament that draws international talent and a crowd of over 35,000. The partnership gives Nexo a visible foothold in a region where crypto adoption is on the rise, driven by economic volatility and a growing base of tech-literate users.
Sponsored
Nexo, which manages over $11 billion in assets, offers crypto-backed loans, interest-bearing accounts, and trading services. Aligning with a major sporting event allows the company to reach a broader audience in a key market where digital finance platforms are competing for user adoption.
Collaboration With Rodrigo Pacheco Mendez
As part of the deal, Nexo is partnering with Mexican tennis player Rodrigo Pacheco Mendez, who will appear in branded content and client-facing events during the tournament.
The company says the rising athlete aligns with its emphasis on long-term growth and emerging talent.
โOur return to the ATP stage reaffirms our belief in building enduring success through experiences that reflect the values of championship tennis: strategy, vision, and commitment,โ said Kosta Kantchev, Co-founder and Executive Chairman of Nexo.
โWe are especially honored to partner with Rodrigo Pacheco Mendez, whose talent, determination, and rising trajectory so powerfully embody the values we hold dear at Nexo.โ
This is Nexoโs second ATP tennis partnership in 2025, following its involvement in the Acapulco Open earlier this year.
The deal includes on-site branding, a VIP lounge for Nexoโs high-net-worth clients, and private tennis clinics. The company appears to be using the tournament to build both brand awareness and deeper relationships with affluent users in Latin America.
The company’s ongoing investment in major sporting events across Latin America appears to be part of a broader strategy to strengthen its regional presence, as interest in digital assets accelerates among both retail and institutional investors.
Links Crypto and Lifestyle in Latin America
Crypto branding in sports is not a new phenomenon. Over the past few years, exchanges and platforms have partnered with leagues, athletes, and tournaments worldwide to enhance their visibility and credibility.ย
What sets Nexoโs approach apart is its regional focus. While many crypto firms chase global visibility through top-tier sponsorships, Nexo is betting on Latin Americaโs combination of demand, volatility, and digital fluency.
In 2024, Latin America experienced the highest growth in crypto adoption globally, increasing by 116% to reach approximately 55 million users, which is nearly 10% of the worldโs total. Countries such as Brazil, Argentina, and Mexico are witnessing a rise in crypto adoption and increased regulatory attention.
This growth is fueled by high inflation, falling local currencies, and a young, tech-savvy population seeking new ways to manage their finances.
Why This Matters
As crypto firms navigate increased global regulation and shifting investor behavior, regional strategies like Nexoโs may signal a shift toward more targeted, culturally attuned marketing in emerging markets.
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Crypto lending allows users to borrow or lend digital assets, often using cryptocurrencies as collateral. Borrowers can access cash or other cryptocurrencies without selling their holdings, while lenders earn interest on their assets.
Both retail and institutional investors can use crypto lending platforms to leverage assets, manage liquidity, or generate yield on their cryptocurrency holdings.
Nexo is a major crypto wealth platform offering crypto-backed loans, interest-bearing accounts, and trading services. It aims to combine financial products with lifestyle branding to attract diverse users, especially in growth markets like Latin America.
