---
title: "New ball game — sports jersey branding signals crypto weaving itself into fabric of society"
description: "What’s on a rugby or football jersey reflects shifting power, capital and culture."
type: "NewsArticle"
publisher: "Daily Maverick"
site: "https://www.dailymaverick.co.za"
section: "SALES PITCHES"
author: "Lindsey Schutters"
author_url: "https://www.dailymaverick.co.za/author/lindsey-schutters-2/"
canonical_url: "https://www.dailymaverick.co.za/article/2025-09-02-new-ball-game-crypto-weaves-itself-into-fabric-of-society/"
published: "2025-09-02T13:21:12"
updated: "2025-09-02T16:47:06"
lang: "en-ZA"
word_count: 280
---

# New ball game — sports jersey branding signals crypto weaving itself into fabric of society

> What’s on a rugby or football jersey reflects shifting power, capital and culture.

By Lindsey Schutters · Published 2 September 2025, 15:21 SAST · Updated 2 September 2025, 18:47 SAST

## Key points
- As a Bulls fan grappling with the stylish resurgence of the Stormers' 2025/26 jersey, I can't help but notice that while our rugby shirts are now adorned with crypto logos instead of just the usual sponsors, they reflect a cultural shift where financial innovation and market volatility have become the new trophies of our times.
- The new Adidas Stormers jersey for 2025/26 signals a nostalgic return to past partnerships, stirring mixed emotions among rival fans.
- Major brands like Luno and VALR are now prominently featured, reflecting a shift from traditional sponsorships to crypto collaborations in rugby.
- The global trend of replacing betting sponsors with crypto firms on sports jerseys highlights a significant cultural and financial transformation in the industry.
- VALR’s partnership with the Stormers aims to position the club at the forefront of financial innovation, despite the inherent risks of the volatile crypto market.

## Content

As a Bulls fan, it pains me to admit that the new Adidas Stormers jersey for 2025/26 is an eye-catchingly triumphant return to the old partnership. But beyond my aesthetic jealousy, the latest logos on the Cape outfit’s shoulders signal a societal shift.

I remember the glory days, when wealth managers Oasis were the only brand visible as Bryan Habana’s teammates swamped him after his try that sealed the first trophy for the three-time Super Rugby champions. Today, Luno backs the Bulls, and “Africa’s largest crypto exchange”, VALR, has signed a multiyear partnership with the Stormers.

In the 2019 RWC advertising campaign, SuperSport viewers saw Rassie tell us how Luno could help us tackle bitcoin. That game has moved from whispers around the braai to crypto portfolio discussions openly alongside Manie memes in the Manne group chat.

This isn’t just a local trend. Globally, what’s on a jersey reflects shifting power, capital and culture. For years, Premier League shirts were a sea of betting brands. Now, facing criticism over gambling addiction, clubs are set to phase out front-of-shirt betting sponsors by the 2026 season.

Guess who’s filling the void? Crypto firms have rushed onto football shirts, desperately chasing legitimacy and visibility.

This is the context for VALR’s Stormers deal, which aims to place the club at the “forefront of financial innovation”.

The crypto market’s wild swings could be a reputational risk for partnered clubs, but perhaps that uncertainty is the point. It perfectly mirrors our times. Our rugby shirts, as always, are simply telling the story of who we are right now. **DM**

*This story first appeared in our weekly*Daily Maverick 168*newspaper, which is available countrywide for R35.*

![Image](https://www.dailymaverick.co.za/wp-content/uploads/2025/08/168-newsletter-3-scaled.jpg)