Crypto hardware wallet firm Ledger has secured its first professional sports jersey sponsorship through a newly announced multi-year partnership with the NBA’s San Antonio Spurs.
A Strategic U.S. Move with International Ties
The crypto company’s logo will make its on-court debut on the team’s jerseys during this week’s NBA Draft, marking a significant milestone for both Ledger and the broader Web3 sector’s growing presence in professional sports.
In a statement, Pascal Gauthier, Chairman and CEO of Ledger, underscored the significance of expanding into U.S. sports, saying,
“The U.S. is Ledger's top market globally, and aligning ourselves with a historic U.S. sports team, which boasts a deep French connection past and present, will help us onboard the next generation of sovereign individuals.”
The collaboration is strategically fitting for Ledger, whose global headquarters in Paris shares deep historical ties with the Spurs franchise. San Antonio has long cultivated a substantial following in France, with French basketball icons Tony Parker and Boris Diaw having spent key years with the team, and more recently, Victor Wembanyama joining the roster in 2023.
Deal Scope and Jersey Debut
While the precise financial terms of the multi-year arrangement were not disclosed, the Spurs will officially debut their Ledger-branded jerseys at the NBA Draft on Wednesday, where the team holds the No. 2 and No. 14 picks in the first round. The jerseys will also feature prominently during the California Classic Summer League, beginning July 5, worn by both the Spurs and their G League affiliate, the Austin Spurs.
Beyond the jersey branding, the partnership includes community-focused initiatives. Ledger will support the Spurs’ ongoing outreach in Paris, which includes a multi-year plan to refurbish outdoor basketball courts. Additionally, Ledger becomes the presenting partner of the Spurs Tech & Basketball Camp, a program that introduces children aged 10-14 to the intersection of sports, science, technology, engineering, and math (STEM).
RC Buford, CEO of Spurs Sports & Entertainment, reflected on the deal’s deeper significance, stating,
“This moment cements a decades-long history of international collaboration and growth by the Spurs organization, as the game of basketball has grown to touch every culture and continent.”
Crypto’s Return to Sports Sponsorships
The partnership signals a broader resurgence of crypto companies investing in professional sports sponsorships. According to recent figures from sports marketing agency SportQuake, crypto-related sponsorship spending climbed 20% year-over-year to $565 million for the 2024/25 season.
Football remains the primary beneficiary of these deals, with notable partnerships like Tether’s stake in Italian club Juventus and crypto trading platform Gate’s deal with Red Bull Racing in Formula One indicating the sector’s increasing sports presence.
The rebound comes after a sharp contraction in late 2022, when the FTX collapse and broader market volatility forced many Web3 firms to scale back their marketing efforts.
Disclaimer: This article is provided for informational purposes only. It is not offered or intended to be used as legal, tax, investment, financial, or other advice
