Coinbase has entered into a partnership with the Golden State Warriors, marking a renewed interest in U.S.-based sports marketing by digital asset firms. This sponsorship comes after a string of failures in the sector, notably the collapse of FTX, which previously had a deal with the Warriors worth $10 million. Under the new agreement, Coinbase's branding will appear at the Warriors’ Chase Center and on limited-edition merchandise, alongside planned on-chain giveaways and special game-day events for fans. The deal signifies a commitment to revitalize partnerships between crypto companies and American sports teams, with reports indicating that such deals have surged threefold in 2023. Coinbase's Chief Marketing Officer expressed excitement about engaging fans through innovative experiences, although details regarding the financial terms of the deal remain undisclosed. This partnership is part of a broader trend as the crypto industry seeks to rebuild relationships with major sports franchises, hoping to move past the negativity stemming from previous high-profile failures in the market.

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