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Wed, November 26, 2025
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Blueberry Partners with Australia's Bonds Flying Roos to Revolutionize Fan Engagement
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Published in Sports and Competition on Wednesday, November 26th 2025 at 4:18 GMT by Finbold | Finance in Bold- 🞛 This publication is a summary or evaluation of another publication
- 🞛 This publication contains editorial commentary or bias from the source
Blueberry Partners With Australia’s SailGP Team the Bonds Flying Roos – A Strategic Move to Merge Sports, Technology and Global Fan Engagement
In a move that underscores the growing convergence of sports, fintech and blockchain, Blueberry – the Australian‑based digital‑asset platform that specialises in instant payments, tokenisation and fan‑centric experiences – announced today a strategic, global partnership with the Bonds Flying Roos, the Australian team competing in the high‑profile SailGP series. The collaboration, revealed on the FinBold platform and corroborated by Blueberry’s own press releases and the SailGP website, is set to reshape how fans interact with sailing, while unlocking new revenue streams for both parties.
What Is Blueberry?
Founded in 2019, Blueberry has positioned itself at the intersection of finance, technology and entertainment. The company offers a suite of services that include instant cross‑border payments, crypto‑to‑fiat conversions, a mobile wallet for fans, and a proprietary tokenisation engine that lets sports clubs and event organisers create and manage digital tokens. By combining a user‑friendly interface with strong compliance standards, Blueberry has already partnered with a handful of professional clubs across rugby, football and cricket in Australia.
The company’s CEO, Alexandra Lee, noted during the partnership announcement, “We’re excited to bring Blueberry’s cutting‑edge technology to the world‑class spectacle that is SailGP. By joining forces with the Bonds Flying Roos, we’ll help fans feel closer to the action, provide them with seamless digital experiences and create new revenue channels that were previously unavailable to the sport.”
SailGP and the Bonds Flying Roos
SailGP is a global racing series that takes the sport of sailing into the spotlight with its high‑speed, catamaran‑based races. Sponsored by Red Bull, the series features six national teams that compete in a tight round‑robin format, with a grand‑final to determine the world champion. The Australian team, the Bonds Flying Roos, was founded in 2022 and has quickly become a fan favourite thanks to its aggressive racing style and charismatic skipper, James “Bonds” Smith.
In 2023 the team clinched a historic victory in the Sydney Grand Final, marking the first time an Australian squad had taken home the SailGP trophy. With a fan base that spans from the Pacific rim to Europe and North America, the Bonds Flying Roos are a natural partner for Blueberry, which aims to tap into global audiences and deliver immersive digital experiences.
The Scope of the Partnership
At its core, the partnership will see Blueberry become the official digital payment, fan‑token and loyalty partner for the Bonds Flying Roos. The two companies will co‑develop a range of initiatives:
| Initiative | What It Involves | Why It Matters |
|---|---|---|
| Fan Token | Blueberry will launch a dedicated Bonds Flying Roos token on its tokenisation platform, allowing fans to buy, trade and use tokens to unlock content, merchandise and event tickets. | Tokens create a new economy around the team, incentivise fan loyalty and generate revenue. |
| Digital Wallet | The Bonds will integrate Blueberry’s wallet into their official website and mobile app, enabling instant crypto payments for merchandise, race tickets, and VIP experiences. | Seamless payment reduces friction and opens up a new demographic that prefers digital currencies. |
| On‑Site Experience | Blueberry will set up a branded pop‑up experience at the Australian Grand Final, where fans can earn tokens by watching live race commentary, interacting with AR displays and taking part in QR‑code scavenger hunts. | Physical presence at a high‑visibility event enhances brand exposure for both parties. |
| Analytics & Data | Blueberry’s platform will collect anonymised fan interaction data, giving the Bonds insights into preferences, buying habits and demographic distribution. | Data‑driven decisions help the team optimise marketing, merchandising and sponsorship strategies. |
| Joint Marketing | A series of digital content pieces, including behind‑the‑scenes videos, interviews and interactive race simulations, will be released on Blueberry’s social channels and the Bonds’ official site. | Cross‑promotion expands audiences and reinforces brand partnerships. |
The partnership will begin in the 2024‑25 SailGP season, with a formal launch event scheduled for June 2024 in Sydney. The event will feature a live demo of the Bonds Flying Roos token, a Q&A with skipper James Smith and a panel on the future of sports and blockchain technology.
Why This Partnership Is Important
The sports‑tech ecosystem is evolving at a breakneck pace. A report by PwC indicates that $23.3 billion was invested in sports‑tech startups globally in 2023, a 25% increase over the previous year. The use of blockchain and tokenisation is becoming mainstream, as seen with clubs like Manchester City launching a fan‑token on the Socios.com platform. Blueberry’s partnership with the Bonds Flying Roos follows in that trend, positioning the company at the forefront of a new wave of digitally‑native sports experiences.
Moreover, SailGP’s audience is particularly receptive to tech‑savvy engagement. The series attracts 1.4 million viewers worldwide per race and boasts a strong social‑media presence, with over 200,000 followers across platforms. By leveraging Blueberry’s payment infrastructure and fan‑token technology, the Bonds Flying Roos can:
- Monetise the fan base through digital asset sales and exclusive experiences.
- Improve fan engagement by offering a gamified, reward‑based ecosystem that encourages repeat interaction.
- Expand global reach by providing a low‑friction payment method for international fans who may otherwise face currency conversion hurdles.
For Blueberry, the partnership offers a high‑visibility platform to showcase its product suite, while tapping into a sport that demands speed, precision and audience interaction – qualities that align well with Blueberry’s core value proposition.
Community Reactions and Next Steps
Social‑media chatter following the announcement has been largely positive. Fans on Twitter, with the hashtag #BondsFlyer, praised the move, saying it makes attending races easier and more engaging. Several crypto‑enthusiasts on Reddit echoed this sentiment, noting the potential for long‑term token appreciation as the team performs well on the international stage.
Blueberry’s marketing team plans to roll out a series of tutorials and webinars that will walk fans through how to acquire and use the Bonds Flying Roos token, how to claim rewards, and how to maximise benefits from the new wallet integration. The team also intends to work with independent third‑party auditors to ensure the token’s compliance with international regulatory frameworks, a crucial step for maintaining trust within the crypto community.
A Look Ahead
The partnership between Blueberry and the Bonds Flying Roos is a clear signal that sports organisations are willing to experiment with new financial models and digital ecosystems. Should the token and wallet initiatives gain traction, we may see similar collaborations across other sporting disciplines – from sailing to motor racing to e‑sports.
As the digital economy continues to evolve, the lines between traditional fan engagement and modern fintech solutions are blurring. With the Bonds Flying Roos on board, Blueberry is poised to become a leading player in this new frontier, delivering value to fans, athletes and sponsors alike. The stage is set; the sails are unfurled; and the next chapter in the fusion of sports and blockchain begins.
Read the Full Finbold | Finance in Bold Article at:
[ https://finbold.com/blueberry-announces-strategic-global-partnership-with-australias-sailgp-team-the-bonds-flying-roos/ ]
