Ledger has tapped into the influence of Australian rugby with the appointment of Angus Crichton, Drew Mitchell and Matt Giteau as brand ambassadors, aiming to boost public awareness around crypto security and digital self-custody.
The trio will front a year-long campaign by the digital asset security company, involving educational content, social media activity, podcasts, and live events. Their appointment marks Ledger’s first ambassador initiative in Australia, following global tie-ups with Snoop Dogg, Balenciaga and the NBA’s San Antonio Spurs.
Mitchell, a former Wallaby and European rugby star, said navigating the crypto space was initially overwhelming. “There’s so much noise, so many platforms and services, yet very little clear guidance on how to stay secure,” he said. “That’s where Ledger truly stands out—as an all-in-one, trusted platform for digital assets.”
Crichton, current Sydney Roosters back-rower and Australian representative, added: “Crypto is quickly becoming ingrained into our everyday lives. With millions of Australians now holding digital assets, the security side is more critical than ever.”
Giteau, also a former Wallaby and Rugby World Cup veteran, emphasised the importance of fundamentals: “Secure self-custody is fundamental for crypto ownership. I want to help Australians understand that protecting their digital assets is not complicated when you have the right foundation.”
Ledger EVP of Communications and Marketing Ariel Wengroff said Australia is one of the most dynamic markets for digital assets globally. “With these rugby legends we want to make self-custody simple and clear — because it’s the only way to truly protect what you own,” she said.
Ledger’s Australian launch follows over a decade of global operations. The company has sold more than 7.5 million self-custody hardware wallets across 165 countries. Its product suite includes the Ledger Live app and newer devices like Ledger Stax and Ledger Flex, which feature secure touchscreens.
According to Ledger, around one in three Australians now hold some form of digital asset. The partnership aims to educate users on how to safely manage and control their holdings using personal keys, a practice known as secure self-custody.
Celebrating its 10th anniversary in 2024, Ledger claims that over 20 per cent of the world’s crypto assets are secured by its technology. Its internal cybersecurity unit, Ledger Donjon, plays a key role in protecting customers against hacks and scams, a growing concern with more than $14 billion lost to digital asset theft in 2023.
The ambassadors’ high profiles and mainstream appeal are expected to help bring clarity to a space often marked by complexity and risk, highlighting Ledger’s pitch as a simple and secure solution for everyday Australians entering the digital asset market.
Top image: Angus Crichton, Drew Mitchell and Matt Giteau