The Golden State Warriors have announced Coinbase as their official cryptocurrency partner, a significant move as crypto firms re-enter U.S. sports sponsorships after FTX’s high-profile collapse. This partnership replaces the Warriors’ previous agreement with FTX, which was terminated when FTX filed for bankruptcy in 2021.
Coinbase’s branding will now be prominent throughout the Warriors’ Chase Center, offering fans unique interactive experiences, on-chain giveaways, and new ways to engage with digital assets. Limited-edition merchandise featuring the Coinbase logo will also be available for fans, further embedding the brand into the Warriors’ identity.
Warriors and Coinbase: A Step Towards Enhanced Fan Engagement
Coinbase’s Chief Marketing Officer, Kate Rouch, expressed excitement over the partnership: “Our exclusive partnership with the Golden State Warriors offers fans accessible and enjoyable ways to engage with crypto. We’re thrilled to bring Dub Nation into the blockchain space.” While financial details of the partnership have not been disclosed, this collaboration marks a broader resurgence in crypto partnerships across U.S. sports.
Crypto sponsorships are on the rise, with companies securing three times as many sports deals in 2024 compared to the previous year, according to CoinGecko. This increase reflects a revitalized interest in blockchain sponsorships among sports organizations.
Sports Teams Embrace Blockchain Innovation
Sports clubs worldwide continue to explore blockchain technology to revolutionize fan engagement. Recently, Paris Saint-Germain (PSG) partnered with blockchain platform Matchain, while Major League Soccer’s Inter Miami, featuring Lionel Messi, joined forces with Polkadot for a blockchain fan engagement initiative. UEFA is also reportedly seeking crypto exchange sponsors for its 2024-2027 Champions League cycle.
In another prominent sponsorship, Crypto.com spent $700 million to rename the former Staples Center, now Crypto.com Arena, home to the Los Angeles Lakers, and secured a $175 million partnership with UFC.
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