An interview with VALR CMO Ben Caselin
In this interview, we speak with Ben Caselin, chief marketing officer at VALR, the official crypto exchange partner of the DHL Stormers.
Still based in Hong Kong, Ben joined the proudly South African crypto exchange two years ago to help ramp up VALR’s brand presence locally and globally. In this session, we discuss VALR’s partnership with the Stormers, Ben’s experience of South Africa, and what fans can expect from this unique sponsorship.
What has your experience been like sponsoring the DHL Stormers through VALR?
Let me be frank with you. I’ve never really been much of a sports guy. Growing up in Holland, I did play football for three years, but I wasn’t too thrilled about getting up early each Saturday to be out there on the field in the rain. During those three years, I did manage to score once — but it was in the wrong goal. My team was not too pleased.
I played tennis for a while, participated in one tournament, got into the finals of the so-called “loser round”, and ended up losing that match. Come to think of it, at the age of four, I was featured in a local newspaper in the city of Utrecht for being the youngest participant in a marathon — and for being the very last person to cross the finish line. Apparently, during the race, I got distracted and decided to pick flowers along the side of the road.
Having said all that, it is an absolute pleasure to be involved with VALR’s sponsorship of the DHL Stormers. I may not understand all the rules or techniques of the game, but here’s what I do see.
I see colleagues who have been staunch Stormers supporters since childhood, now incredibly proud to work for a company that has partnered with their favourite team — with the VALR logo featured prominently on the jersey. During games, I see thousands of people from all walks of life coming together with passion, excitement and pride. I see disciplined, focused and fearless players on the field. There’s an incredible energy between the team and the fans in the stands.
Perhaps I never fully understood this side of sport growing up, but experiencing it through this sponsorship has been genuinely inspiring.
What has it been like working for VALR in South Africa?
I’ve spent most of my professional career in Hong Kong, where crypto has deep roots and where many of the world’s major exchanges originated. Coming to work for a South African company was never planned — things just came together that way.
I’ve visited South Africa several times now, including Cape Town, Johannesburg and a beautiful place called Ballito. If I can speak directly to South African readers: your country is stunning. I’ve met so many kind people, and standing on top of Table Mountain, looking out over the world, completely blew my mind.
Most of my exposure to South Africa has also come through my colleagues — hardworking, honest people, lovers of a good braai, and deeply committed to taking VALR, as a homegrown South African company, onto the global stage.
What can fans look forward to over the next two years of the partnership between VALR and the DHL Stormers?
Just as VALR’s partnership with the DHL Stormers has been an opportunity for me to learn more about rugby and what it represents to South Africans and fans around the world, we hope it also helps people learn more about crypto and how it can add value to their lives.
At URC home games at DHL Stadium, fans can find us at the podium, where we have a large spinning wheel offering the chance to win crypto prizes — including Bitcoin, Tesla xStocks, USDT, and even tokenised gold.
On game days, we often fly a helicopter over Cape Town with a large banner reading “VALR: Crypto for Everyone”. The goal is to show that crypto is relevant to people from all walks of life. It’s not just about trading — it’s about sending money easily to friends and family, paying for groceries, saving, and putting your money to work.
If you spot the helicopter, see our branding at the stadium, at the airport or anywhere else, take a photo and reach out to us on social media. We’d love to hear from you.
Looking ahead, we’re still shaping what the next two years will bring, and that’s exactly where we want fan input. We don’t want to be just a logo on a jersey. We want to be a true supporter — of the team, the sport, and most importantly, the people.
You can learn more at valr.com or follow @valrdotcom on X.
The post Hong Kong to the DHL Stormers: VALR’s CMO Discovers Rugby’s True Power appeared first on SA Rugby magazine.
